This research strives to discuss the importance of relational closeness in international contexts and to bring out solutions applied by companies to close their perceived distance gaps. The purpose of this paper is to investigate how do companies develop relationships in foreign markets and which tools are used in their e-Relationship approaches. It highlights, in particular, main e-Relationship tactics with traditional markets versus emerging markets, showing different trends.

Trends in e-Relationship Management with Emerging Markets

BRESSAN, Federica;SIGNORI, Paola
2014-01-01

Abstract

This research strives to discuss the importance of relational closeness in international contexts and to bring out solutions applied by companies to close their perceived distance gaps. The purpose of this paper is to investigate how do companies develop relationships in foreign markets and which tools are used in their e-Relationship approaches. It highlights, in particular, main e-Relationship tactics with traditional markets versus emerging markets, showing different trends.
International Relationship Marketing; e-relationship marketing; Internet; emerging markets; marketing relazionale
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/842564
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