Relationship Marketing
Exploring relational
strategies in marketing
John Egan
Relationship Marketing:
Exploring relational strategies in marketing 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'.
Key features:
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written in a clear, easy-to-read, informal style
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real-life examples and cases throughout, to bring the subject alive
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learning objectives and chapter summaries put each chapter in context
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annotated reading lists for further study
Relationship Marketing:
Exploring relational strategies in marketing should be of particular interest to both
undergraduate and postgraduate students studying for a general marketing qualification as
well as those specialising in Service Marketing, Marketing Communications and Relationship
Marketing. It will also be of benefit to marketing practitioners.
For tutors: There is an
Instructor's Manual to accompany this text, available to adopters at
www.booksites.net/Egan.
John Egan is Principal
Lecturer at Middlesex University Business School and a Chartered Marketer. He has
twenty-four years' 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 and a member of the Chartered Institute of Marketing, Institute of Direct
Marketing and the Academy of Marketing.
234 pages