Relationship Marketing: Management of Customer Relationships - Couverture souple

Bruhn, Manfred

Couverture souple

ISBN 10 : 0273676016 ISBN 13 : 9780273676010

Editeur : Pearson Education Limited, 2002

Synopsis

Relationship Marketing: Management of Customer Relationships examines current debates to develop both a theoretical and conceptual approach to the topic.  Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the area.

 

Key Features:

• Extensive coverage of the current thinking on relationship marketing
• Examines relationship marketing as a science whilst also covering the practical aspects of implementation
• Contains many European and American examples of relationship marketing in practice.
• Clear management approach and systematic structure

A propos du livre

Quatrième de couverture

Relationship Marketing: Exploring Relational Strategies in Marketing is a lively, engaging treatment of a vital subject. From its grounding in the theoretical and conceptual, the book reviews and analyses the importance of relationships in marketing, and their influence in modern marketing strategies. John Egan's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners.

 

"This book balances pros and cons in RM – it is not trying to oversell the message but directly forces the reader to apply common sense."

Professor Per Servais, University of Southern Denmark

 

New to this edition:

 

• New introductory Chapter - 100 Years of Marketing - describing the historical progression of marketing beyond the traditional marketing paradigm
• Brand new end-of-chapter cases on current issues in RM, including client-agency relationships, collaboration and decision-making, and focusing on such companies as BSkyB, More Th>n and Ryanair
• Revised and updated commentary on the latest developments in relationship marketing

 

"This book strikes an excellent balance in its language and writing style of being accessible for undergraduate students yet not ‘trivial’ in the examples or concepts discussed.  I believe upper-level undergraduate students would find the author’s writing style informative, insightful, and interesting."

Professor Rita Rahoi-Gilchrest, Winona State University

 

About the Author

 

John Egan is Principal Lecturer at Middlesex University Business School and a Chartered Marketer. He has almost three decades of 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, a member of the Chartered Institute of Marketing (CIM) and the Academy of Marketing.

Présentation de l'éditeur

Relationship Marketing: Management of Customer Relationships examines current debates to develop both a theoretical and conceptual approach to the topic.  Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the area.

 

Key Features:

• Extensive coverage of the current thinking on relationship marketing
• Examines relationship marketing as a science whilst also covering the practical aspects of implementation
• Contains many European and American examples of relationship marketing in practice.
• Clear management approach and systematic structure

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0273676016
• ISBN 13: 9780273676010
• Reliure: Broché
• Nombre de pages: 312
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie