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Relationship Marketing: Exploring Relational Strategies in Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice. Based principally on the concepts and theories surrounding relationship marketing, John Egan critically reviews and analyses what has been described as 'marketing's new paradigm'.Key Features: ? Written in a clear, easy-to-read, informal style? Real-life examples and cases throughout to bring the subject alive? Learning objectives and chapter summaries put each chapter in context ? Annotated reading lists for further studyRelationship Marketing: Exploring Relational Strategies in Marketing should be of particular interest to both undergraduate and postgraduate students studying for a general marketing qualification as well as those specialising in Service Marketing, Marketing Communications and Relationship Marketing. It will also be of benefit to marketing practitioners.For tutors: There is an Instructor's Manual to accompany this text, available to adopters at www.booksites.netJohn Egan is Principal Lecturer at Middlesex University Business School and a Chartered Marketer. He has twenty four years