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
|Item type||Home library||Call number||Status||Date due||Item reserves|
|Book||New Zealand||224 REL (Browse shelf)||Available|
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.