Relationship Marketing 4th edition

Exploring Relational Strategies in Marketing

By: John Egan

Publisher: Financial Times Prentice Hall (a Pearson Educ; 2011)

Pages: 328

Format: Ebook (PDF)

Description

Relationship Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice, by critically reviewing and analysing what has been described as ‘marketing’s new paradigm’.

Established as the key text in the area, the fourth edition continues to offer an accessible and authoritative introduction to this increasingly important subject. It retains its informed coverage of the most recent and important literature, as well as clearly organising and structuring the book around its core themes. The new edition includes a wide range of examples to illuminate the real world relevance of concepts. In addition, overviews and summaries add clarity and help consolidate understanding.

A complete package of supplements is available to assist students and instructors in using this book. Visit www.pearsoned.co.uk/egan to find an Instructor’s Manual, PowerPoint slides, and links to other useful sites. This book is ideal for undergraduates and postgraduates taking modules in Relationship Marketing, Customer Services, and Marketing Communications. It is core reading for the CIM Level 4 module on ‘Stakeholder Marketing’.

Table of contents

• Part I – Relationships
• Chapter 1 – 100 Years of Marketing
• Chapter 2 -Relationships in Marketing
• Chapter 3 – Relationships
• Chapter 4 – Relationship economics
• Chapter 5- Strategy continuum
• Chapter 6 – Relationship drivers
• Chapter 7 – Customer partnerships
• Chapter 8 – Internal partnerships
• Chapter 9- Supplier partnerships
• Chapter 10 – External Partnerships
• Chapter 11 – Relationship technology
• Chapter 13 – Conceptual Developments

About the Author

John Egan is Director of Marketing & Communications and Subject Group Leader at London South Bank University 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 and a member of the Chartered Institute of Marketing (CIM) and the Academy of Marketing.

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