Relationship Marketing: Exploring Relational Strategies in Marketing

Relationship Marketing: Exploring Relational Strategies in Marketing

by Mr John Egan (Author)

Synopsis

This book is suitable for any undergraduate or postgraduate student taking a course in relationship marketing.

Relationship Marketing: Exploring Relational Strategies in Marketing, 3e 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'.

New prequel Chapter 1A detailing the progression of marketing beyond the traditional marketing paradigm. Chapter 1B continues the development of Relationship Marketing itself from this point.

New end-of-chapter cases on current issues in RM, including client-agency relationships, collaboration and decision-making, and focussing on companies such as BSkyB, More Th>n and Ryanair.

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More Information

Format: Paperback
Pages: 336
Edition: 3
Publisher: Financial Times/ Prentice Hall
Published: 03 Apr 2008

ISBN 10: 0273713191
ISBN 13: 9780273713197