Marketing Management

A relationship approach

Häftad, Engelska, 2019

1 193 kr

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Beskrivning

This book takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company’s customers, suppliers, stakeholders and personnel has become increasingly vital in today’s business environment.

Now in its fourth edition, this best-selling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans by the use of the newest technology. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Electrolux, Tinder (Match.com), DJI Technology, Huawei and Spotify make use of relationship marketing theory in order to gain competitive advantage.

Marketing Management: A Relationship Approach is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and for practitioners and those studying for professional qualifications in marketing management.

Produktinformation

Utgivningsdatum:2019-01-30
Mått:196 x 264 x 30 mm
Vikt:1 320 g
Format:Häftad
Språk:Engelska
Antal sidor:728
Upplaga:4
Förlag:Pearson Education
ISBN:9781292291444

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Mer om författaren

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.

Innehållsförteckning

1 Introduction2 Identification of the firm’s core competences3 Development of the firm’s competitive advantage4 Customer behaviour5 Competitor analysis and intelligence6 Analysing relationships in the value chain7 SWOT analysis, strategic marketing planning and portfolio analysis8 Segmentation, targeting, positioning and competitive strategies9 CSR strategy and the sustainable global value chain10 Establishing, developing and managing buyer–seller relationships11 Product and service decisions12 Pricing decisions13 Distribution decisions14 Communication decisions15 Organising and implementing the marketing plan16 Budgeting and controlling