Overview

Marketing Management: A Relationship Approach, 2/e takes the unique approach of linking relationship marketing to the traditional market planning models which are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, suppliers and stakeholders, and personnel has become increasingly important in today's business environment. Now in its second edition, this bestselling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans. Drawing from an extensive range of international examples, Hollensen demonstrates how companies such as Ryanair, Harley Davidson, Red Bull and Lindt make use of relationship marketing theory in order to gain competitive advantage.

Full Product Details

Author:   Svend Hollensen
Publisher:   Pearson Education Limited
Imprint:   Pearson Education Limited
Edition:   4th edition
Dimensions:   Width: 19.60cm , Height: 3.00cm , Length: 26.40cm
Weight:   1.320kg
ISBN:  

9781292291444

ISBN 10:   1292291443
Pages:   728
Publication Date:   30 January 2019
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Chapter 1 Introduction Part I Assessing the competitiveness of the firm (internal) Chapter 2 Identification of the firm’s core competences Chapter 3 Development of the firm’s competitive advantage Part II Assessing the external marketing situation Chapter 4 Customer behaviour Chapter 5 Competitor analysis and intelligence Chapter 6 Analysing relationships in the value chain Part III Developing marketing strategies Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis Chapter 8 Segmentation, targeting, positioning and competitive strategies Chapter 9 CSR strategy and the sustainable global value chain Part IV Developing marketing programmes Chapter 10 Establishing, developing and managing buyer–seller relationships Chapter 11 Product and service decisions Chapter 12 Pricing decisions Chapter 13 Distribution decisions Chapter 14 Communication decisions Part V Organising, implementing and controlling the marketing effort Chapter 15 Organising and implementing the marketing plan Chapter 16 Budgeting and controlling Appendix Market research and decision support system Glossary Index

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Author Information

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Pearson books include – among others – Global Marketing, Seventh Edition, published in 2017.

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