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Relationship Marketing Re-Imagined by Ahmet Bayraktar, Can Uslay, Naresh K. Malhotra

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CHAPTER 6

Building Brand Equity Through Relationship Marketing

Introduction

This chapter introduces various relationship marketing tools that contribute to building and enhancing brand equity. It consists of two parts. The first part discusses the use of loyalty and rewards programs as relationship marketing instruments. After indicating a brief history of loyalty and rewards programs, it discusses the future of loyalty programs and highlights the potential importance of loyalty program coalitions. The second part introduces the use of Internet and social media in building and developing business-to-business (B2B) and business-to-consumer (B2C) relationships. It discusses how firms can use Web 2.0 technologies in incorporating customers in direct, ...

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