e-relationships in marketing : advances in theory and practice

The Internet is expected to be at the heart of future innovations in services marketing, but can it facilitate relationships between companies and their customers?

This is a critical question because generally organizations that take a relationship approach to business have a higher sales growth and profitability.

Indeed, emerging electronic technology may facilitate dialogue between companies and customers, and thus transform their relationships, so much so that customer-technology based interactions may hold the key to business success. e-Relationships in Marketing focuses on technology-based marketing interactions, particularly Internet facilitated relationships, and shows marketing managers and students of marketing how they can develop relationships in their own settings.