Svend Hollensen

Marketing Management (eBook, PDF)

A Relationship Approach

• Format: PDF

Produktbeschreibung

This book takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used bymost 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.

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Produktdetails

• Verlag: Pearson ITP
• Seitenzahl: 728
• Erscheinungstermin: 30. April 2020
• Englisch
• ISBN-13: 9781292351445
• Artikelnr.: 59340544

Autorenporträt

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.

Inhaltsangabe

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