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: ? Written in a clear, easy-to-read, informal style? Real-life examples and cases throughout to bring the subject alive? Learning objectives and chapter summaries put each chapter in context ? Annotated reading lists for further studyRelationship 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.netJohn Egan is Principal Lecturer at Middlesex University Business School and a Chartered Marketer. He has twenty four years
"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 Surrey
Relationship 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
- Eleven new case studies referencing and highlighting hot RM issues
- Additional discussion on CRM (Chapter 10)
- Completely new Chapter 12 highlights the latest arguments and developments in the field
Comprehensive Web Resources
A complete package of supplements is available to assist students and instructors in using this book. Visit www.booksites.net/Egan to find an Instructor�??s Manual, Power Point Slides, and links to other useful sites.
"John Egan's provocative book is an admirably well-researched, reflective and concise analysis of the concept and practice of relationship marketing. This is no cook-book, but rather a critical review that is recommended reading for more thoughtful students and practitioners. Francis A. Buttle, PhD, FCIM Chair, and Professor, of Management (Marketing), Macquarie Graduate School of Management, Macquarie University, Australia
"This is a well written, comprehensive and interesting relationship marketing text which is built on the author's excellent understanding of the subject. It is thoroughly grounded in the literature and includes vignettes and case studies which illuminate the practical application of the theory in the real world." Professor Caroline Tynan, Nottingham University Business School
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, and the Academy of Marketing.
