Marketing Management: A Relationship Approach

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9780273643784: Marketing Management: A Relationship Approach

Marketing Management: A Relationship Approach takes the unique approach of linking relationship marketing to the traditional market planning models, which are used by most marketers today. The importance of the firm, not only to have good relationships with their customers but also with the other actors in the value net, such as suppliers, competitors, supplementors and the firm's own personnel, and how this, in turn, will develop the firm's competitive advantage, is paramount. This "new" holistic approach to the marketing planning process is illustrated throughout the book with real company examples.

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About the Author:

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 Financial Times Prentice Hall books include, among other - Global Marketing (5th edition published in 2010)

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Svend Hollensen
Published by Prentice Hall (2002)
ISBN 10: 0273643789 ISBN 13: 9780273643784
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Book Description Prentice Hall, 2002. Softcover. Book Condition: Neu. Unbenutzte Restauflage Unbenutzt. Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. - Marketing Management: A Relationship Approach takes the unique approach of linking relationship marketing to the traditional market planning models, which are used by most marketers today. The importance of the firm, not only to have good relationships with their customers but also with the other actors in the value net, such as suppliers, competitors, supplementors and the firm's own personnel, and how this, in turn, will develop the firm's competitive advantage, is paramount. This "new" holistic approach to the marketing planning process is illustrated throughout the book with real company examples. 787 pp. Englisch. Bookseller Inventory # INF1000009415

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Svend Hollensen
Published by Financal Times Management (2002)
ISBN 10: 0273643789 ISBN 13: 9780273643784
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Book Description Financal Times Management, 2002. Paperback. Book Condition: New. Bookseller Inventory # DADAX0273643789

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