iopathome.blogg.se - John egan relationship marketing 4th edition

New cases studies on Mumsnet, Royal and Sun Alliance and social networks.

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.

A review and critique of theoretical developments including service-dominant logic.

New material on the role of social media in relationship marketing and the nature of how this is changing relationships between organisations and stakeholders.

In addition, overviews and summaries add clarity and help consolidate understanding.īroadened scope to include more on the management of relationships in different contexts e.g. The new edition includes a wide range of examples to illuminate the real world relevance of concepts.

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. 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'.Įstablished as the key text in the area, the fourth edition continues to offer an accessible and authoritative introduction to this increasingly important subject.