Transforming Relationship Marketing: Strategies and Business Models in the Digital Age
About this ebook
The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.
About the author
Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the Program Director of the Master of Marketing at Griffith University, Australia. Park's main research interests include relationship marketing, big data, privacy, dark marketing and consumer behaviour.
Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School. Vanessa's main research interests are technology innovation, sport entrepreneurship and digital innovation.
