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Relationship marketing : exploring relational strategies in marketing / by John Egan

By: Egan, John.
Publisher: Harlow, U.K. : Financial Times, Prentice Hall, 2011Edition: 4th ed.Description: xxii, 300 p. : ill. ; 25 cm.ISBN: 9780273737780; 0273737783 .Subject(s): Marketing | Human relations | Customer relationships
Contents:
100 years of marketing -- Relationships in marketing -- Relationships -- Relationship economics -- Strategy continuum -- Relationship drivers -- Customer partnerships -- Internal partnerships -- Supplier partnerships -- External partnerships -- Relationship management -- Relationship technology -- Conceptual developments.
Summary: Examines relationships in marketing and how these influence marketing strategy and practice. Reviews and analyses what has been described as 'marketing's new paradigm', including real world examples to demonstrate the concepts discussed.
Item type Home library Call number Status Date due Item reserves
Book Book New Zealand
224 REL (Browse shelf) Available
Total holds: 0

100 years of marketing -- Relationships in marketing -- Relationships -- Relationship economics -- Strategy continuum -- Relationship drivers -- Customer partnerships -- Internal partnerships -- Supplier partnerships -- External partnerships -- Relationship management -- Relationship technology -- Conceptual developments.

Examines relationships in marketing and how these influence marketing strategy and practice. Reviews and analyses what has been described as 'marketing's new paradigm', including real world examples to demonstrate the concepts discussed.

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