Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing, and how organisations should restructure for successful relationship marketing in the digital context.

The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.

"The book explores relationship marketing from a digital perspective. The topics covered by this book are new and receiving an ongoing demand from academic and business audiences. The review of the current research and future research directions in online relationship marketing is original and will surely generate much interest among people in marketing and behavioural sciences. Congratulations to the authors for such a fine work." ─ Hiram Ting, Associate Professor, Faculty of Hospitality and Tourism Management, UCSI University, Malaysia

"This must-read book highlights the importance of relationship marketing in the digital era. The book begins with a review of the evolution of online retailing and relationship marketing, providing salient theoretical insights into this retailing phenomenon. Subsequent chapters comprehensively examine the emerging topics of (1) risks and barriers towards organ donation; (2) awareness, attitudes and purchase intentions in multi-generation sponsorship; (3) digital banking and customer satisfaction; and (4) the role of religiosity in collaborative consumption behaviour. This real value of this book is in effectively synthesizing the inherent complexities of relationship marketing into easy-to-consume and insightful ideas that will guide modern strategic thinking and action." ─ Scott Weaven, Professor, Head of Department, Department of Marketing, Griffith University, Australia

"I recommend this book to anyone who wants to understand the development and current research in online relationship marketing. This book addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisations and suggests different relationship-building strategies and techniques to successfully manage relationships with customers and other stakeholders." ─ Nicolas Hamelin, Associate Professor and NeuroScience Lab Director, S P Jain School of Global Management, Australia

Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the Program Director of the Master of Marketing at Griffith University, Australia. Park's main research interests include relationship marketing, big data, privacy, dark marketing and consumer behaviour.

Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School. Vanessa's main research interests are technology innovation, sport entrepreneurship and digital innovation.