Relationship Marketing in the Digital Age PDF Download

Author: Robert W. Palmatier
Publisher: Routledge
ISBN: 1351388231
Category : Business & Economics
Languages : en
Pages : 261

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Book Description
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.

Author: Milton Kotler
Publisher: World Scientific
ISBN: 9811216991
Category : Business & Economics
Languages : en
Pages : 404

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Book Description
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.

Author: Mari Smith
Publisher: John Wiley & Sons
ISBN: 1118063066
Category : Business & Economics
Languages : en
Pages : 272

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Book Description
A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you. Outlines how to become a significant "center of influence" for your customers and prospects Explains the unspoken rules of online etiquette—and the common "turnoffs" that drive customers and potential partners away Details the unique cultures of Facebook, Twitter, and other popular online platforms Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch Even if you currently have zero presence online, this book will help you see measurable results in a short time.

Author: Martin Greif
Publisher:
ISBN: 9781716943362
Category :
Languages : en
Pages : 184

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Book Description
If your website does not generate sales, leads, subscriptions, or revenue at the rate you think it should, then this book is probably for you. This is a step by step guide that will outline all the conversion barriers on your site. If you follow the principles in the book, you will be able to diagnose the problems that are stopping your website visitors from engaging with you. Here's the key takeaway. It's not about you, it's about your visitors. Address their issues and you will solve your own problems. This is the key principle in Conversion Rate Optimization (CRO). It does not matter if you are optimizing landing pages, performing A/B tests, or redesigning your website, aligning user intent with their website experience is the only way to increase your conversion rate. So how do you align user intent? This book will enable you to evaluate your website conversion issues and address any misalignment. If you are new to conversion rate optimization or landing page optimization, reading this book will set you on the correct course to improve your website conversions. If you are an experienced CRO practitioner, this book will provide new insights on how to approach CRO.

Author: Cheryl Burgess
Publisher: SAGE
ISBN: 152973830X
Category : Business & Economics
Languages : en
Pages : 333

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Book Description
In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Author: John R. DiJulius
Publisher: Greenleaf Book Group
ISBN: 1626346445
Category : Business & Economics
Languages : en
Pages : 276

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Book Description
Creating Authentic Customer Connections in a High-Tech World In The Relationship Economy, author John DiJulius teaches business leaders about the importance of relationship building in the digital age. He argues that in spite of (and because of) the advances in tech, we've become a less connected society. We have dramatically evolved away from face-to-face communication, and the skill of building rapport is evaporating. This means that customer personalization and relationships are more important now than ever—and they will be the key to success for businesses moving forward. As he aptly states, “Being able to build true sustainable relationships is the biggest competitive advantage in a world where automation, artificial intelligence, and machine learning are eliminating the human experience, which is what creates the emotional connections that build true customer loyalty.” This book reminds readers of the importance of personal connections and shows them how to attain meaningful, lasting relationships with their customers.

Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337

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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author: Robert W. Palmatier
Publisher:
ISBN: 9780965711494
Category : Customer relations
Languages : en
Pages : 142

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Book Description
Offers useful perspectives to academic researchers interested in better understanding the conceptual underpinnings of relationships and to managers seeking to build effective relationships with customers.

Author: John O'Connor
Publisher: Financial Times/Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 236

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Book Description
The second edition of this text has been thoroughly revised and updated. New features include extra material on e-commerce, customer retention, sales-force automation and loyalty. A Website linked to the book guides students to other relevant sites.

Author: Nas?r, Süphan
Publisher: IGI Global
ISBN: 1466682329
Category : Business & Economics
Languages : en
Pages : 340

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Book Description
In today’s global economy, social media and technological advances have changed the way businesses interact with their clientele. With new forms of communication and IT practices, companies seek innovative practices for maintaining their consumer loyalty. Customer Relationship Management Strategies in the Digital Era blends the literature from the fields of marketing and information technology in an effort to examine the effect that technological advances have on the interaction between companies and their customers Through chapters and case studies, this publication discusses the importance of achieving competitive advantage through implementing relationship marketing practices and becoming consumer-centric. This publication is an essential reference source for researchers, professionals, managers, and upper level students interested in understanding customer loyalty in a technology-focused society.