Relationship Marketing: Management of Customer Relationships - Couverture souple

Bruhn, Manfred

Couverture souple

ISBN 10 : 0273676016 ISBN 13 : 9780273676010

Editeur : Pearson Education Limited, 2002

Synopsis

Although relationship marketing has been well documented, there still lacks a comprehensive, cardinal principle with which to approach the subject. Relationship Marketing: Management of Customer Relationships examines the current debates within relationship marketing to develop a theoretical and conceptual underpinning to the topic. Developing relationship marketing as a management methodology, the text examines the discussions at the forefront of relationship marketing including the first English translation of the German research in this 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 structureRelationship Marketing: Management of Customer Relationships is essential reading for students studying relationship marketing at undergraduate or graduate level but will also prove invaluable to practitioners who wish to update their knowledge. Manfred Bruhn is professor of marketing and business administration at the School of Economics and Business Management, University of Basel, Switzerland. As well as authoring numerous texts and journals articles in Marketing and Business Administration, he is also the Founder and Director of the Marketing Academy in Germany and Switzerland, of the Swiss Index of Customer Satisfaction (SWICS) and President of the Swiss Foundation of Business Administration (SGB) Reviewers comments: "This book represents a significant contribution to the literature and will be of benefit in particular to students who are studying relationship marketing from an academic perspective. The academic material is rigorous and superior to many other texts in this area". Chris Fill, Principal Lecturer in Marketing and Strategic Management, University of Portsmouth "I've read the book and

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

À propos de cette édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2002
• ISBN 10: 0273676016
• ISBN 13: 9780273676010
• Reliure: Broché
• Nombre de pages: 312