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.
Product Identifiers
Publisher
Pearson Education Limited
ISBN-13
9780273737780
eBay Product ID (ePID)
107714071
Product Key Features
Author
John Egan
Publication Name
Relationship Marketing: Exploring Relational Strategies in Marketing