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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