Title:
Relationship marketing : exploring relationship strategies in marketing
Author:
Egan, John, 1952-
ISBN:
9780273686231
Personal Author:
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: