Relationship Marketing

Exploring relational strategies in marketing

John Egan

270 pages, parution le 21/09/2004 (2^eme édition)

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Résumé

"John Egan needs to be congratulated on producing a thoroughly engaging and lively written text that relates theory to practice. I am sure it will be appreciated by teachers of marketing, not just in the UK, but around the world."

David A. Kirby, University of Surrey

Relationship Marketing: Exploring Relational Strategies in Marketing, 2e comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice. Based principally on the concepts and theories surrounding relationship marketing, John Egan critically reviews and analyses what has been described as 'marketing's new paradigm'.

A complete package of supplements is available to assist students and instructors in using this book. Visit www.booksites.net/Egan to find an Instructor's Manual, Power Point Slides, and links to other useful sites.

Features

Comprehensive review and analysis of the theories and concepts surrounding rational strategy development
Past and present examples cited
Analyses the differences and similarities between traditional and relationship-based marketing

Sommaire

Part I Relationships
- Relationships in Marketing
- Relationships
- Relationship Economics
- Strategy Continuum
- Relationship Drivers
Part II The Core Firm and Its Relationships
- Customer Partnerships
- Internal Partnerships
- Supplier Partnerships
- External Partnerships
Part III Managing and Controlling the Relationship
- Relationship Technology
- Relationship Management
- Back to the Future

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	John Egan
Parution	21/09/2004
Édition	2^eme édition
Nb. de pages	270
Format	19 x 24,5
Couverture	Broché
Poids	560g
Intérieur	Noir et Blanc
EAN13	9780273686231
ISBN13	978-0-273-68623-1