Book contents
- Frontmatter
- Contents
- List of Figures
- Acknowledgements
- Part I Introduction
- Part II Relationship marketing
- 2 Relationship marketing: Development and key concepts
- 3 Customer value creation
- 4 Building relationships with multiple stakeholders
- 5 Relationships and technology: Digital marketing and social media
- Part III Customer relationship management: Key processes
- Part IV Strategic customer management implementation
- Notes
- Index
5 - Relationships and technology: Digital marketing and social media
Published online by Cambridge University Press: 05 April 2013
- Frontmatter
- Contents
- List of Figures
- Acknowledgements
- Part I Introduction
- Part II Relationship marketing
- 2 Relationship marketing: Development and key concepts
- 3 Customer value creation
- 4 Building relationships with multiple stakeholders
- 5 Relationships and technology: Digital marketing and social media
- Part III Customer relationship management: Key processes
- Part IV Strategic customer management implementation
- Notes
- Index
Summary
- Type
- Chapter
- Information
- Strategic Customer ManagementIntegrating Relationship Marketing and CRM, pp. 152 - 204Publisher: Cambridge University PressPrint publication year: 2013