Relationship Marketing in the Digital Age

Robert W. Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington. He founded and serves as the global research director of the Sales & Marketing Strategy Institute, a global organization focused on linking business and academics for knowledge.Lena Steinhoff is Assistant Professor of Service Management at the Institute for Marketing and Service Research at the University of Rostock in Germany. She is also an affiliated faculty of the Center for Sales and Marketing Strategy at the Foster School of Business at the University of Washington.

"This book should be on the reading list of any researcher, marketer, or student interested in understanding and developing online relationship strategies. It is a step beyond the typical book in that it based on relational psychology and is well grounded in academic research." -Scott Weaven,Professor, Department Head Griffith University, Australia"The authors, leading researchers in this domain, provide a well researched and very practical book that investigates the psychological underpinnings of relationship marketing, as well as identifying relationship building and maintenance strategies for both offline and online contexts." - Mark Houston, Professor, Eunice and James L. West Chair in Marketing, Texas Christian University"Relationship Marketing in the Digital Age" is THE up-to-date reference for understanding how relationship marketing works and why it creates value for customers and firms. Clear, concise, and to the point – a must read for marketing students, scholars, and practitioners." -Andreas Eggert, Professor of Marketing, University of Paderborn, Germany"This is, without question, the most important research-based book on the topic of online relationship marketing. It’s presented in a way that makes rigorous research easily digestible and practical and, as such, is a must-read for managers, academics, and students alike."- Mike Brady, The Bob Sasser Professor and Chair, Florida State University

• Introductory Chapter; 1: Relationship Marketing and the Digital Age; Part I: Understanding Relationship Marketing; 2: Relationship Marketing Theory; 3: Relationship Marketing Framework; Part II: Applying Relationship Marketing; 4: Relationship Marketing Dynamics; 5: Relationship Marketing Strategies; 6: Relationship Marketing Targeting; Concluding Chapter; 7: Research and Managerial Guidelines for Relationship Marketing in the Digital Age