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.
- ISBN10 0273713191
- ISBN13 9780273713197
- Publish Date 3 April 2008 (first published 11 June 2001)
- Publish Status Out of Print
- Out of Print 7 April 2011
- Publish Country GB
- Imprint FT Press
- Edition 3rd edition
- Format Paperback
- Pages 336
- Language English