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'.
General
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