Relationship marketing : exploring relationship strategies in marketing
by
 
Egan, John, 1952-

Title
: 
Relationship marketing : exploring relationship strategies in marketing

Author
: 
Egan, John, 1952-

ISBN
: 
9780273686231

Personal Author
: 
Egan, John, 1952-

Edition
: 
2nd ed.

Publication Information
: 
New York : Financial Times/Prentice Hall, 2004.

Physical Description
: 
xxiii, 268 p. : ill. ; 25 cm.

Contents
: 
1. Relationships in marketing -- 2. Relationships -- 3. Relationship economics -- 4. Strategy continuum -- 5. Relationship drivers -- 6. Customer partnerships -- 7. Internal partnerships -- 8. Supplier partnerships -- 9. External partnerships -- 10. Relationship technology -- 11. Relationship management -- 12. Back to the future.

Abstract
: 
"Relationship Marketing: Exploring relational strategies in marketing, 2e 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'."--BOOK JACKET.

Subject Term
: 
Relationship marketing.


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168015766872658.812 E28R 20041