When Relationship Marketing Becomes Prickly

Paa-Kerner, Greta (2015) When Relationship Marketing Becomes Prickly. Cambridge Marketing Review.

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Abstract

Grönroos is a surname that you may or may not have heard of, but you will undoubtedly be familiar with his theory – the theory of relationship marketing. In today’s marketing environment, Grönroos is more relevant than ever as relationship marketing is at the heart of what a brand does, particularly online. However, as with any relationship, there are courtship norms that must be followed or else, frankly, it just gets weird. Digital courtship is no different and brands must engage with their audience by walking a fine line between personalisation and the “creep factor”. We all know that creepy feeling, when a brand knows just a little too much about us and we feel a bit unsettled.

Item Type: Article
Keywords: Relationship, Marketing, Digital
Divisions: ?? BucksNewUniversity ??
Depositing User: J McPeak
Date Deposited: 02 Jun 2017 13:22
Last Modified: 11 Dec 2017 19:27
URI: http://bucks.repository.guildhe.ac.uk/id/eprint/15389

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