Relationship Marketing, 2nd Ed.

Exploring Relational Strategies in Marketing

By John Egan
Financial Times / Pearson Education
December 2004
ISBN: 0273686232
291 Pages, Illustrated, 7 1/2" x 9 3/4"
$110.00 Paper Original

This book 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'. A complete package of supplements is available to assist students and instructors in using this book.

Contents include: Part I RELATIONSHIPS 1. Relationships in Marketing 2. Relationships 3. Relationship Economics 4. Strategy Continuum 5. Relationship Drivers Part II THE CORE FIRM AND ITS RELATIONSHIPS 6. Customer Partnerships 7. Internal Partnerships 8. Supplier Partnerships 9. External Partnerships Part III MANAGING AND CONTROLLING THE RELATIONSHIP 10. Relationship Technology 11. Relationship Management 12. Back to the Future

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