Description

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.

New to this Edition

·        Broadened scope to include more on the management of relationships in different contexts e.g. Business to Business, Customer Relationship Management, giving students a balanced view

·        New material on the role of social media in relationship marketing and the nature of how this is changing relationships between organisations and stakeholders, to prepare students for the new world at work

·        Extended coverage of social marketing and how relationship marketing can be used to develop positivist social behaviour for public, private and not-for-profit organisations, ensuring students have a good knowledge of all areas

·        New cases studies on Mumsnet, Royal and Sun Alliance and social networks, to engage and motivate students

·        More on brand/consumer relationships and brand communities, keeping students up to date with these hot topics.

 

Table of Contents

Part I - Relationships

Chapter 1 - 100 Years of Marketing

Chapter 2 -Relationships in Marketing 

Chapter 3 - Relationships

Chapter 4 - Relationship economics

Chapter 5- Strategy continuum

Chapter 6 - Relationship drivers

Chapter 7 - Customer partnerships

Chapter 8 - Internal partnerships

Chapter 9- Supplier partnerships 

Chapter 10 - External Partnerships

Chapter 11 - Relationship technology

Chapter 13 - Conceptual Developments 

Back Cover

Egan, Relationship Marketing 4e  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.

New to this edition:

·        Broadened scope to include more on the management of relationships in different contexts e.g. B2B, CRM

• New material on the role of social media in relationship marketing and the nature of how this is changing relationships between organisations and stakeholders
• A review and critique of theoretical developments including service-dominant logic
• Extended coverage of social marketing and how relationship marketing can be used to develop positivist social behaviour for public, private and not-for-profit organisations
• New cases studies on Mumsnet, Royal and Sun Alliance and social networks
• More on brand/consumer relationships and brand communities

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’.

About the author

John Egan is Director of Marketing & Communications and Marketing Subject Group Leader at London South Bank University and a Chartered Marketer. He has almost three decades of experience working in the retail marketing sector with companies such as Bloomingdales (New York), Hudson Bay Company (Canada), Harrods (UK), Chinacraft, Mappin & Webb and Garrard (the Crown Jewellers). He is a fellow of the Royal Society of Arts and Commerce, a member of the Chartered Institute of Marketing (CIM), on the Educator’s Council of the Institute of Direct Marketing and Executive member of the Academy of Marketing.

Author

John Egan is Director of Marketing & Communications and Subject Group Leader at London South Bank University and a Chartered Marketer. He has almost three decades of experience working in the retail marketing sector with companies such as Bloomingdales (New York), Hudson Bay Company (Canada), Harrods (UK), Chinacraft, Mappin & Webb and Garrard (the Crown Jewellers). He is a fellow of the Royal Society of Arts and Commerce and a member of the Chartered Institute of Marketing (CIM) and the Academy of Marketing.