Relationship Marketing

Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

Relationship Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice, by critically reviewing and analysing what has been described as 'marketing's new paradigm'. Established as the key text in the area, the fourth edition continues to offer an accessible and authoritative introduction to this increasingly important subject. It retains its informed coverage of the most recent and important literature, as well as clearly organising and structuring the book around its core themes. The new edition includes a wide range of examples to illuminate the real world relevance of concepts. In addition, overviews and summaries add clarity and help consolidate understanding. A complete package of supplements is available to assist students and instructors in using this book. Visit www.pearsoned.co.uk/egan to find an Instructor’s Manual, PowerPoint slides, and links to other useful sites. This book is ideal for undergraduates and postgraduates taking modules in Relationship Marketing, Customer Services, and Marketing Communications. It is core reading for the CIM Level 4 module on ‘Stakeholder Marketing’.

"Relationship Marketing" af John Egan er en essentiel lærebog om forholdene imellem forskellige tilgange til markedsføring og hvad det betyder for moderne markedsføring. Bogen giver den studerende de kritiske, analytiske værktøjer til at undersøge og forstå forholdene mellem diverse strømninger i markedsføringen som et felt. John Egan viser gennem en række kerne-temaer, hvordan bogens abstrakte begreber har stor betydning for markedsføringens praktiske virkelighed. Desuden opsummerer bogen løbende pointerne, så den studerende nemmere kan forstå det tunge stof. Denne fjerde udgave af "Relatonship Marketing" er opdateret i forhold til den seneste forskning i feltet.

"Relationship Marketing" af John Egan er en essentiel lærebog om forholdene imellem forskellige tilgange til markedsføring og hvad det betyder for moderne markedsføring. Bogen giver den studerende de kritiske, analytiske værktøjer til at undersøge og forstå forholdene mellem diverse strømninger i markedsføringen som et felt. John Egan viser gennem en række kerne-temaer, hvordan bogens abstrakte begreber har stor betydning for markedsføringens praktiske virkelighed. Desuden opsummerer bogen løbende pointerne, så den studerende nemmere kan forstå det tunge stof. Denne fjerde udgave af "Relatonship Marketing" er opdateret i forhold til den seneste forskning i feltet.