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Book
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Valentina Vellucci
Strategic Marketing through Relationship Marketing
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- Overview
- About the author
- Press
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Valentina Vellucci
Strategic Marketing through Relationship Marketing
- Overview
- About the author
- Press
Overview
This is the first relationship marketing handbook that investigates, explores and teaches – in scientific and humanistic terms – how to build effective marketing and communication strategies thanks to your knowledge of your audience.
It details the tools, techniques, methods and processes you need in order to create a relationship marketing strategy in line with business and personal goals, going beyond a purely theoretical analysis of the relationship market.
Polarisation, trolling, memorability and strategic visions are the social capital of today's brands: understanding how to rationally approach this market is crucial to creating an organic roadmap for your business. Learning to exploit one’s knowledge of and one’s relationship with the target audience is one of the most effective tools that brands have at their disposal for strategic marketing.
The book includes numerous first-hand accounts as well as a pragmatic approach to relationship marketing to help you effectively plan your objectives and marketing and communication strategy measurements.
About the author
Valentina Vellucci lives in Bologna and has been working in the field of phygital communication since 2010. Head of strategic communication at web agency Magilla, she has worked as a crisis manager, managed the communication of the social channels of "La Stampa" and represented Italy in the European project "Silence Hate – BRICkS", presenting hate-speech management models. She has spoken on digital media at the most important conferences on the subject and through university-level training seminars (University of Bologna, Università Cattolica, Bologna Business School, Iusve).
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Book formats
Digital formats