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Relationship Marketing: Exploring Relational Strategies in Marketing - Softcover

Egan, John

 
9780273713197: Relationship Marketing: Exploring Relational Strategies in Marketing
Softcover
ISBN 10: 0273713191 ISBN 13: 9780273713197
Verlag: Pearson Education Limited, 2008

Inhaltsangabe

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.  

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Pearson Education Limited
Erscheinungsdatum
2008
Sprache
Englisch
ISBN 10 
0273713191
ISBN 13 
9780273713197
Einband
Taschenbuch
Auflage
3
Anzahl der Seiten
311
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Riccardo Bacigalupo
riccardo.bacigalupo@sanoma.it

Sanoma Italia Via Arconati, 1 �
Milano
20135
Italien