Relationship Marketing: Exploring Relational Strategies in Marketing

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9780273646129: Relationship Marketing: Exploring Relational Strategies in Marketing
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Undergraduate and postgraduate students on a general marketing course and specialist service marketing and relationship marketing modules. Also of relevance to marketing practitioners.this book examines relationships in marketing and how these influence modern marketing strategy and practice. Based principally on the concepts and theories surrounding what is generally referred to as 'relationship marketing' , it comprehensively examines the major developments of what has been described as 'marketing' s new paradigm'.

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"John Egan needs to be congratulated on producing a thoroughly engaging and lively written text that relates theory to practice. I am sure it will be appreciated by teachers of marketing, not just in the UK, but around the world." David A. Kirby, University of Surrey

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¿.

"John Egan's text is a long awaited exploration of the theoretical underpinnings of relationship marketing practice, interspersed with practical examples. It is very well researched and provides the depth of understanding and comprehension that is needed in this area. This is a great text for students, researchers and practitioners who need to understand and embrace this marketing practice and its application." Dr Mairead Brady, School of Business Studies, Trinity College, University of Dublin.

New to this Edition!

    • Latest developments in relationship marketing
    • Eleven new case studies referencing and highlighting hot RM issues
    • Additional discussion on CRM (Chapter 10)
    • Completely new Chapter 12 highlights the latest arguments and developments in the field

Comprehensive Web Resources

A complete package of supplements is available to assist students and instructors in using this book. Visit www.booksites.net/Egan to find an Instructor¿s Manual, Power Point Slides, and links to other useful sites.

"John Egan's provocative book is an admirably well-researched, reflective and concise analysis of the concept and practice of relationship marketing. This is no cook-book, but rather a critical review that is recommended reading for more thoughtful students and practitioners. Francis A. Buttle, PhD, FCIM Chair, and Professor, of Management (Marketing), Macquarie Graduate School of Management, Macquarie University, Australia

"This is a well written, comprehensive and interesting relationship marketing text which is built on the author's excellent understanding of the subject. It is thoroughly grounded in the literature and includes vignettes and case studies which illuminate the practical application of the theory in the real world." Professor Caroline Tynan, Nottingham University Business School

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, and the Academy of Marketing.

About the Author:

John Egan is Principal Lecturer at Middlesex University Business School.

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Other Popular Editions of the Same Title

9780273686231: Relationship Marketing: Exploring relational strategies in marketing (2nd Edition)

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ISBN 10:  0273686232 ISBN 13:  9780273686231
Publisher: Prentice Hall, 2005
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