RELATIONSHIP MARKETING EGAN J. Księgarnia

Description

"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’.

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.

Contents

Brief Contents

Part I RELATIONSHIPS

1. Relationships in Marketing
2. Relationships
3. Relationship Economics
4. Strategy Continuum
5. Relationship Drivers

Part II THE CORE FIRM AND ITS RELATIONSHIPS

6. Customer Partnerships
7. Internal Partnerships
8. Supplier Partnerships
9. External Partnerships

Part III MANAGING AND CONTROLLING THE RELATIONSHIP

10. Relationship Technology
11. Relationship Management
12. Back to the Future

296 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.