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Beyond relationship marketing: technologicalship marketing

Beyond relationship marketing: technologicalship marketing Argues that relationship marketing is not a complete paradigm shift. Without effective use of technology, relationship marketing is not an effective strategy. Hence, relationship marketing, based on technological advances, can be considered as a new paradigm. It is demonstrated that everything companies do to build consumer loyalty is affected by technology. It is shown that traditional, relationship, and technologicalship marketing are fundamentally different. The technologicalship marketing allows for different types of synergy effects, solutions, different customers, and different types of interactions and relationships. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Beyond relationship marketing: technologicalship marketing

Marketing Intelligence & Planning , Volume 18 (1): 15 – Feb 1, 2000

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References (46)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500010308549
Publisher site
See Article on Publisher Site

Abstract

Argues that relationship marketing is not a complete paradigm shift. Without effective use of technology, relationship marketing is not an effective strategy. Hence, relationship marketing, based on technological advances, can be considered as a new paradigm. It is demonstrated that everything companies do to build consumer loyalty is affected by technology. It is shown that traditional, relationship, and technologicalship marketing are fundamentally different. The technologicalship marketing allows for different types of synergy effects, solutions, different customers, and different types of interactions and relationships.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Feb 1, 2000

Keywords: Relationship marketing; New technology; Marketing strategy; Technology led strategy

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