Marketing Management, 2nd edition
A Relationship Approach


By Svend Hollensen
May 2010
Financial Times / Prentice Hall
Distributed by Trans-Atlantic Publications
ISBN: 9780273706830
655 Pages, Illustrated
$99.50 Paper Original


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.

Brief contents

Guided tour
Preface
About the author
Acknowledgements
Publisher’s acknowledgements

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 STRATEGIES

7  SWOT analysis, strategic marketing planning and portfolio analysis
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
Glossary
Index

Features

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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