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Relationship Marketing: Exploring Relational Strategies in Marketing / Edition 2

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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.

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Product Details

  • ISBN-13: 9780273686231
  • Publisher: Prentice Hall
  • Publication date: 6/1/2005
  • Edition description: REV
  • Edition number: 2
  • Pages: 296
  • Product dimensions: 7.40 (w) x 9.60 (h) x 0.70 (d)

Table of Contents

List of figures

List of abbreviations

Pt. I Relationships

1 100 years of marketing 3

2 Relationships in marketing 16

3 Relationships 46

4 Relationship economics 71

5 Strategy continuum 101

6 Relationship drivers 116

Pt. II The core firm and its relationships

7 Customer partnerships 149

8 Internal partnerships 173

9 Supplier partnerships 193

10 External partnerships 208

Pt. III Managing and controlling the relationship

11 Relationship technology 227

12 Relationship management 250

13 Back to the future 273

Glossary 288

Index 297

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