Relationship marketing exploring relational strategies in marketing

• Main Author: Egan, John 1952- (Author)
• Format: Book
• Language: English
• Published: New York Financial Times/Prentice Hall 2004
• Edition: 2nd ed
• Subjects: Relationship marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xxiii, 268 pages illustrations 25 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 0273686232

"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 SurreyRelationship 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