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Relationship Marketing: Exploring Relational Strategies in Marketing / Edition 2
     

Relationship Marketing: Exploring Relational Strategies in Marketing / Edition 2

by John Egan
 

ISBN-10: 0273686232

ISBN-13: 9780273686231

Pub. Date: 06/01/2005

Publisher: Prentice Hall

Relationship Marketing: Exploring Relational Strategies in Marketing is a lively, engaging treatment of a vital subject. From its grounding in the theoretical and conceptual, the book reviews and analyses the importance of relationships in marketing, and their influence in modern marketing strategies. John Egan's holistic approach covers both principles and

Overview

Relationship Marketing: Exploring Relational Strategies in Marketing is a lively, engaging treatment of a vital subject. From its grounding in the theoretical and conceptual, the book reviews and analyses the importance of relationships in marketing, and their influence in modern marketing strategies. John Egan's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners.

'This book balances pros and cons in RM – it is not trying to oversell the message but directly forces the reader to apply common sense.'

Professor Per Servais, University of Southern Denmark

New to this edition:

  • New introductory Chapter - 100 Years of Marketing - describing the historical progression of marketing beyond the traditional marketing paradigm
  • Brand new end-of-chapter cases on current issues in RM, including client-agency relationships, collaboration and decision-making, and focusing on such companies as BSkyB, More Th>n and Ryanair
  • Revised and updated commentary on the latest developments in relationship marketing

'This book strikes an excellent balance in its language and writing style of being accessible for undergraduate students yet not 'trivial' in the examples or concepts discussed. I believe upper-level undergraduate students would find the author's writing style informative, insightful, and interesting.'

Professor Rita Rahoi-Gilchrest, Winona State University

About the Author

John Egan is Principal Lecturer at Middlesex University Business School and a Chartered Marketer. He has almost three decades of experience working in the retail marketing sector with companies such as Bloomingdales (New York), Hudson Bay Company (Canada), Harrods (UK), Chinacraft, Mappin & Webb and Garrard (the Crown Jewellers). He is a fellow of the Royal Society of Arts and Commerce, a member of the Chartered Institute of Marketing (CIM) and the Academy of Marketing.

Product Details

ISBN-13:
9780273686231
Publisher:
Prentice Hall
Publication date:
06/01/2005
Edition description:
REV
Pages:
296
Product dimensions:
7.40(w) x 9.60(h) x 0.70(d)

Table of Contents

Part I - Relationships

Chapter 1A - 100 Years of Marketing

Chapter 1B - Relationships in Marketing

Chapter 2 - Relationships

Chapter 3 - Relationship economics

Chapter 4 - Strategy continuum

Chapter 5 - Relationship drivers

Part II - The core firm and its relationship

Chapter 6 - Customer partnerships

Chapter 7 - Internal partnerships

Chapter 8 - Supplier partnerships

Chapter 9 - External partnerships

Part III - Managing and controlling the relationship

Chapter 10 - Relationship technology

Chapter 11 - Relationship management

Chapter 12 - Back to the future

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