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Relationship Strategy

In: Agile Marketing Strategies

Author

Listed:
  • Rajagopal

    (EGADE Business School)

Abstract

Relationship in businesses is widely aimed at understanding stakeholdersstakeholder, customers, and human capital in the business ecosystem. Functionally, firms invest in building customer relations to acquire new customers and retain the existing ones by providing services, creating values, and lowering the rate of customer defection. Effective customer relations are essential for establishing effective communication channels and managing customer-centriccustomer-centric information to facilitate better marketing results in the companies.

Suggested Citation

  • Rajagopal, 2022. "Relationship Strategy," Springer Books, in: Agile Marketing Strategies, chapter 0, pages 87-117, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-04212-6_4
    DOI: 10.1007/978-3-031-04212-6_4
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    Cited by:

    1. Pohle, Julia & Voelsen, Daniel, 2022. "Das Netz und die Netze. Vom Wandel des Internets und der globalen digitalen Ordnung [The net and the networks. Transformations of the Internet and the global digital order]," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 32(3), pages 455-487.

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