Relationship Marketing: Dialogue and Networks in the E-Commerce Era

by Richard J. Varey

This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Relationship Marketing explores the concept in theory and practice for use in the e-commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e-commerce, corporate communications, and knowledge management.

240 pages, Paperback

First published January 13, 2003