Relationship Marketing : Exploring Relational Strategies in Marketing
Language: English
Published by Pearson Education, Limited, 2008
- Softcover
- Used
Seller: Better World Books, Mishawaka, IN, U.S.A.Better World Books
AbeBooks seller since August 3, 2006
Condition: Used - Very good
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Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
Seller Inventory # GRP29059591
- Title
- Relationship Marketing : Exploring Relational Strategies in Marketing
- Author
- Egan, John
- Publisher
- Pearson Education, Limited
- Publication year
- 2008
- Condition
- Very Good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0273713191
- ISBN 13
- 9780273713197
- Edition
- 2nd.
- Item weight
- 1.424 pounds
- Dimensions
- N/A
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.
"Synopsis" may belong to another edition of this title.
From the Back Cover
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.
"About the title" may belong to another edition of this title.
Better World Books
Mishawaka, IN, U.S.A.
AbeBooks seller since August 3, 2006
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Better World Books (https://www.BetterWorldBooks.com) is a for-profit, socially conscious business and a global online bookseller that collects and sells new and used books online, matching each purchase with a book donation. Each sale generates funds for literacy and education initiatives in the U.S., the UK, and around the world. Since its launch in 2003, Better World Books has raised $33 million for libraries and literacy, donated over 32 million books, and reused or recycled more than 397 million books.…
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