<p><i>Relationship Marketing</i> 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''.</p><p>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.</p><p>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.</p><p>This b
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An introduction to the marketing communications tools, theories and strategies in an easy-to-read way.
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Relationship marketing builds and maintains long term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing.
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Highly practical and exceptionally clear, <i>Strategic Marketing</i> discusses the essential concepts and tools necessary to understand and implement effective marketing strategies. The fourth edition is packed with new case studies and examples...
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<P>The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence...
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