In today's dynamic business environment, relationship marketing is still alive, as it is increasingly fundamental to building lasting connections with customers. In this context, new trends in marketing play a crucial role, expanding the possibilities for strengthening these bonds. Such trends include the advent of digital marketing has revolutionized the way companies connect with their target audience. Online platforms such as social networks and email offer direct channels of communication, allowing for efficient personalization of messages and interactions. This direct approach creates opportunities to understand customer needs more deeply, fueling the building of stronger relationships.

Customer experience, meanwhile, has emerged as a key competitive differentiator. By providing memorable and satisfying buying journeys, companies can attract but also retain customers. This emphasis on customer experience builds deeper relationships, and generates a positive impact through word of mouth, strengthening the brand's reputation.

Sustainable marketing represents objective of many organizations. As consumers become more aware of social and environmental issues, organizations that adopt sustainable practices attract audiences committed to these values and reinforces the loyalty of customers who look for brands aligned with their convictions.

Artificial intelligence (AI) integrates perfectly into these scenarios by enhancing personalization. By analyzing large volumes of data, AI offers valuable insights into individual behaviors and preferences. This predictive capacity allows companies to anticipate customer needs, offering proactive solutions and thus further strengthening bonds of trust.

Synthesizing, the convergence of these new marketing trends not only enhances but also redefines relationship marketing. This integrated and adaptive approach allows companies to stand out in a competitive landscape by offering personalized, sustainable experiences in line with the expectations of a modern and demanding consumer.

Objectives, Impact and Value

The main objectives of the book are: (i) to present the role that artificial intelligence can play as a valuable and accessible tool for improving interactions and relationships with customers; (ii) to highlight new trends in digital relationship marketing, particularly those based on artificial intelligence.

Target Audience The audience of this book are: (i) management and marketing academics and their students (undergraduate/graduate programs), who need to strengthen or dominate new concepts associated with digital relationship marketing, know studies developed using quantitative or qualitative methodologies. (ii) academic and industry researchers, to enhance conceptual developments and analyze the application of the use of artificial intelligence in digital relationship marketing. (iii) marketers seeking to obtain more knowledge and skills to optimize their digital relationship marketing programs.

Coverage:

Coverage forthcoming

Table of Contents

Search this Book:

Reset

Editor/Author Biographies

José Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds MSc in Marketing and a bachelor’s degree in Business Sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His main areas of research are strategic marketing, relational marketing and digital relationship strategies.

Paulo Botelho Pires holds a Ph.D. in Management, a Master's degree in Marketing, and a degree in Systems Engineering and Computer Science. He has edited several books and academic journals and published several papers, chapters and books. He has taught marketing at the university level, with interests in e-commerce, digital strategy, customer experience, and artificial neural networks applied to marketing. Currently, he is a professor of marketing at Porto Accounting and Business School (ISCAP/IPP) and a senior researcher at CEOP.PP (The Center for Organizational and Social Studies).

Nicholas Grigoriou has over 30 years of academic and practical marketing and international marketing experience in the banking, furniture, petroleum and education industries. Prior to entering academia, Nicholas held marketing roles in the banking, commercial furniture, and petroleum refining industries. Nicholas was awarded a doctorate degree in philosophy from Swinburne University in 2013. His doctoral. research investigated how packaged food and beverage exporters make product customisation and standardisation decisions for export to China. His academic research interests are in new product development and branding. Nicholas has represented the Monash brand name in and administrative capacity in Guangzhou, China and as an academic in Kuala Lumpur, Malaysia. Nicholas has published peer reviewed research in top ranking academic journals, and has served as a Visiting Professor at IESEG (Lille, France) March 2006, October 2011, February 2012 and 2014 (Lille and Paris) teaching “Doing Business in China” course.

Archiving

All of IGI Global's content is archived via the CLOCKSS and LOCKSS initiative. Additionally, all IGI Global published content is available in IGI Global's InfoSci^® platform.