Cover -- Relationship marketing -- Contents -- Preface -- Publisher's acknowledgements -- List of figures -- List of abbreviations -- Part I Relationships -- 100 years of marketing -- Key issues -- Introduction -- The early days -- Modern marketing -- References -- Relationships in marketing -- Key issues -- Introduction -- Relationship marketing -- Influences on relational strategy development -- RM development -- Antecedents of RM -- The development of RM -- Towards a definition of RM -- Summary -- Discussion questions -- Case study: What the Willy Wonka of BSkyB knows about customers -- References -- Notes -- Relationships -- Key issues -- Introduction -- Relationships -- Relationship loyalty -- Constrained relational development -- Relationships in context -- Summary -- Discussion questions -- Case study: The art of the soft sell -- References -- Notes -- Relationship economics -- Key issues -- Introduction -- Relationship economics -- Customer acquisition -- Customer retention -- Acquisition and retention costs -- Economics of retention strategies -- Relationship stages -- Marketing reality -- Lifetime value -- Switching costs -- Relationship longevity -- Knowing your customer -- The validity of relationship economics -- Summary -- Discussion questions -- Case study: Get fat on chat -- References -- Appendix -- Notes -- Strategy continuum -- Key issues -- Introduction -- RM in context -- RM/TM continuum -- Marketing implications -- Continuum drivers -- Summary -- Discussion questions -- Case study: Understanding and addressing your client's needs -- References -- Note -- Relationship drivers -- Key issues -- Introduction -- Risk, salience and emotion -- Trust and commitment -- Perceived need for closeness -- Customer satisfaction -- Summary -- Discussion questions -- Case study: Find a way into the hearts of customers -- References -- Notes.

Part II The core firm and its relationships -- Customer partnerships -- Key issues -- Introduction -- Customer focus -- Services -- Service industries -- Customer service -- Building customer relationships -- Profit chains -- Summary -- Discussion questions -- Case study: Where customers go to praise (or bash) you -- References -- Notes -- Internal partnerships -- Key issues -- Introduction -- Customer-employee interface -- Theory development -- The internal market -- The functional interface -- Human resources -- Climate and culture -- Employee retention and loyalty -- Empowerment -- Operationalising empowerment -- Internal marketing implementation -- Conclusion -- Summary -- Discussion questions -- Case study: Resetting the sun -- References -- Notes -- Supplier partnerships -- Key issues -- Introduction -- Supplier partnerships -- Business-to-business relationship research -- Business relationships -- Partnering -- Culture gap -- Partnership costs and benefits -- Power -- The downside of B2B partnerships -- Summary -- Discussion questions -- Case study: How to . . . choose the perfect partner -- References -- Note -- External partnerships -- Key issues -- Introduction -- Horizontal partnerships -- Relationship research -- Networks and collaborations -- Networks -- Collaboration types -- Developing collaborative relationships -- Downsides -- Other relationships -- Conclusion -- Summary -- Discussion questions -- Case study: Mumsnet's the word -- References -- Notes -- Part III Managing and controlling the relationship -- Relationship management -- Key issues -- Introduction -- Relationship management -- The marketing plan -- Managing relationships -- Criticisms of RM -- Summary -- Discussion questions -- Case study: A decisive edge -- References -- Notes -- Relationship technology -- Key issues -- Introduction.

Manufacturing/Service delivery technology -- Information technology -- Technology and marketplace relationships -- Summary -- Discussion questions -- Case study: Social networks -- cash cow or corporate headache? -- References -- Notes -- Conceptual developments -- Key issues -- Introduction -- RM research -- Customer relationship management -- Social marketing -- Service-dominant logic -- Conclusions -- Summary -- Discussion questions -- Case study: Feature: The perfect touch -- References -- Notes -- Glossary -- Index.

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’.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.