Marketing Management A relationship approach 4th Edition by Svend Hollensen – Ebook PDF Instant Download/Delivery:1292291443, 978-1292291444
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Product details:
ISBN 10: 1292291443
ISBN 13: 978-1292291444
Author: Svend Hollensen
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.
Table of contents:
Part I: Assessing the Competitiveness of the Firm (Internal)
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Chapter 1: Introduction
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Chapter 2: Identification of the Firm’s Core Competences
→ Focus on what the firm does best — internal strengths and unique capabilities. -
Chapter 3: Development of the Firm’s Competitive Advantage
→ How to turn core competencies into a sustainable edge in the market.
Part II: Assessing the External Marketing Situation
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Chapter 4: Customer Behaviour
→ Understanding how and why customers make decisions. -
Chapter 5: Competitor Analysis and Intelligence
→ Learning from rivals and adapting accordingly. -
Chapter 6: Analysing Relationships in the Value Chain
→ Exploring how partnerships and networks influence competitiveness.
Part III: Developing Marketing Strategies
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Chapter 7: SWOT, Strategic Marketing Planning & Portfolio Analysis
→ Tools for situational analysis and planning. -
Chapter 8: Segmentation, Targeting, Positioning (STP) & Competitive Strategies
→ Defining who to serve and how to stand out. -
Chapter 9: CSR Strategy & the Sustainable Global Value Chain
→ Integrating ethics, sustainability, and responsibility.
Part IV: Developing Marketing Programmes
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Chapter 10: Managing Buyer–Seller Relationships
→ Building long-term trust and cooperation. -
Chapter 11: Product and Service Decisions
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Chapter 12: Pricing Decisions
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Chapter 13: Distribution Decisions
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Chapter 14: Communication Decisions
→ The classic 4Ps (Product, Price, Place, Promotion) in action.
Part V: Organising, Implementing, and Controlling the Marketing Effort
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Chapter 15: Organising and Implementing the Marketing Plan
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Chapter 16: Budgeting and Controlling
Extras
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Appendix: Market Research and Decision Support Systems
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Glossary
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Index
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Tags: Svend Hollensen, Marketing Management