Relationship Marketing
Exploring Relational Strategies in Marketing
Seiten
2008
|
3rd edition
FT Press (Verlag)
978-0-273-71319-7 (ISBN)
FT Press (Verlag)
978-0-273-71319-7 (ISBN)
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This book is suitable for any undergraduate or postgraduate student taking a course in relationship marketing.
Relationship Marketing: Exploring Relational Strategies in Marketing, 3e 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'.
New "prequel" Chapter 1A detailing the progression of marketing beyond the traditional marketing paradigm. Chapter 1B continues the development of Relationship Marketing itself from this point.
New end-of-chapter cases on current issues in RM, including client-agency relationships, collaboration and decision-making, and focussing on companies such as BSkyB, More Th>n and Ryanair.
Relationship Marketing: Exploring Relational Strategies in Marketing, 3e 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'.
New "prequel" Chapter 1A detailing the progression of marketing beyond the traditional marketing paradigm. Chapter 1B continues the development of Relationship Marketing itself from this point.
New end-of-chapter cases on current issues in RM, including client-agency relationships, collaboration and decision-making, and focussing on companies such as BSkyB, More Th>n and Ryanair.
Part I - Relationships
Chapter 1A - 100 Years of Marketing
Chapter 1B - Relationships in Marketing
Chapter 2 - Relationships
Chapter 3 - Relationship economics
Chapter 4 - Strategy continuum
Chapter 5 - Relationship drivers
Part II - The core firm and its relationship
Chapter 6 - Customer partnerships
Chapter 7 - Internal partnerships
Chapter 8 - Supplier partnerships
Chapter 9 - External partnerships
Part III - Managing and controlling the relationship
Chapter 10 - Relationship technology
Chapter 11 - Relationship management
Chapter 12 - Back to the future
| Erscheint lt. Verlag | 3.4.2008 |
|---|---|
| Sprache | englisch |
| Maße | 247 x 188 mm |
| Gewicht | 646 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-71319-1 / 0273713191 |
| ISBN-13 | 978-0-273-71319-7 / 9780273713197 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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