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Record Nr. |
UNINA9910150242803321 |
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Autore |
Egan John <1952-> |
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Titolo |
Relationship marketing : exploring relational strategies in marketing / / John Egan |
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Pubbl/distr/stampa |
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Harlow, England : , : Pearson Education Limited, , [2011] |
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©2011 |
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ISBN |
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1-283-17328-X |
9786613173287 |
0-273-73782-1 |
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Edizione |
[Fourth edition.] |
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Descrizione fisica |
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1 online resource (xxii, 300 p. ) : ill |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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 |
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Sommario/riassunto |
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This title examines relationships in marketing and how these influence modern marketing strategy and practice. It analyses the differences and similarities between traditional and relationship-based marketing. |
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