Transforming Relationship Marketing: Strategies and Business Models in the Digital Age - Paperback

by Park Thaichon (Editor), Vanessa Ratten (Editor)

Relationship marketing builds and maintains long term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing.

Author Biography

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.