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Marketing Management: A Relationship Approach
Marketing Management: A Relationship Approach
paperback
Published:
11 March, 2010
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Description
Marketing Management: A Relationship Approach, 2/e takes the unique approach of linking relationship marketing to the traditional market planning models which are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, suppliers and stakeholders, and personnel has become increasingly important in today's business environment.
Now in its second edition, this bestselling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans. Drawing from an extensive range of international examples, Hollensen demonstrates how companies such as Ryanair, Harley Davidson, Red Bull and Lindt make use of relationship marketing theory in order to gain competitive advantage.
More Details
| Type | Book |
|---|---|
| ISBN13 | 9780273706830 |
| ISBN10 | 0273706837 |
| Number Of Pages | 655 |
| Item Weight | 1300 g |
| Product Dimensions | 196 x 28 x 264 mm |
| Publisher / Reseller | Financial Times/ Prentice Hall |
| Format | paperback |
| Edition | 2 |
Author's Bio
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)