Kurzbeschreibung

Revision with unchanged content.

One of the most prominent developments in recent Marketing is the paradigm shift from Transactional Marketing to Relationship Marketing. The main reasons for this shift relate to new developments in technology; the Internet and the opportunities it provides probably mark the most influential change here. Considering the importance of communication for Relationship Marketing, the Internet - with its potential for dialogue and interactivity - has enabled completely new forms of communications conducted via technology. One of the newest technological facets of the Internet are weblogs. In this book, it is analysed via a four-step analysis in how far corporate weblogs possess the potential as a communications tool for Relationship Marketing. Practical implications are especially provided by the last step of the analysis matching the different types of weblogs with the different phases in the Relationship Marketing process. The book is primarily addressed at Marketing Managers, academics and students in the field of Marketing.