Transforming relationship marketing : strategies and business models in the digital age / edited by Park Thaichon and Vanessa Ratten.

Includes bibliographical references and index.

Online retailing and relationship marketing: evolution and theoretical insights into online retailing and relationship marketing -- Risks and barriers towards organ donation: strategies to move forward from relationship marketing perspectives -- Multi-generation sponsorship: awareness, attitudes and purchase intensions in successive generations -- Digital banking and customer satisfaction: the Nigerian perspective -- The role of religiosity in collaborate consumption behaviour -- Customer perceptions in possession-processing services: factors and indicators of behavioural loyalty -- Athlete entrepreneurs: relationship marketing through collaborative ideation -- Relationship marketing through error management and organisational performance: does it matter? -- Relationship marketing in the digital age -- Online retailing and relationship marketing: the current landscape and future developments.

"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. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing and how organisations should restructure for successful relationship marketing in the digital context. 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"-- Provided by publisher