Relationship Marketing: Management of Customer Relationships

ISBN-10: 1405823569
ISBN-13: 9781405823562
Series: Relationship Marketing
Pages: 268
Language: English
Published: 2005-01-01
Publisher: Financial Times/Prentice Hall
Authors: John Egan, Manfred Bruhn

Description

This value pack consists of Bruhn: Relationship Marketing ISBN 0273676016 and Egan: Relationship Marketing ISBN 0273686232. 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. 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'. 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.