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Marketing Management

A relationship approach

Paperback Engels 2019 9781292291444
Verwachte levertijd ongeveer 6 werkdagen


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.


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1 Introduction

Part I: Assessing the competitiveness of the firm (internal)
2 Identification of the firm’s core competences
3 Development of the firm’s competitive advantage

Part II: Assessing the external marketing situation
4 Customer behaviour
5 Competitor analysis and intelligence
6 Analysing relationships in the value chain

Part III: Developing marketing strategie
7 SWOT analysis, strategic marketing planning and portfolioanalysis
8 Segmentation, targeting, positioning and competitive strategies
9 CSR strategy and the sustainable global value chain

Part IV: Developing marketing programmes
10 Establishing, developing and managing buyer–seller relationships
11 Product and service decisions
12 Pricing decisions
13 Distribution decisions
14 Communication decisions

Part V: Organising, implementing and controlling the marketing effort
15 Organising and implementing the marketing plan
16 Budgeting and controlling

Appendix Market research and decision support system


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        Marketing Management