In today’s global economy, social media and technological advances have changed the way businesses interact with their clientele. With new forms of communicat

Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence

In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate wit

This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtai

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stag