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Marketing Management, 3rd edn: A Relationship Approach by Svend Hollensen (Paperback, 2014)

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Marketing Management: A Relationship Approach, Third Edition, 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 third 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. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Zalando, Spotify, Bosch and Hunter Boots make use of relationship marketing theory in order to gain competitive advantage. New to this edition: Focus on hot topics such as customer value creation & value capture, experiential marketing, on-line business models, smartphone marketing and social media marketing, plus a chapter on corporate social responsibility, ensure coverage of the latest and most relevant issues in marketing management. New case studies in every chapter plus video cases, available on the Companion Website at www.pearsoned.co.uk/hollensen, and linked to each part of the book bring the subject matter vividly to life. Striking colour design adds visual interest and helps to illustrate and emphasize key points and concepts. Marketing Management: A Relationship Approach is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and to practitioners and those studying for professional qualifications in marketing management. 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 Pearson Education books include - among others - Global Marketing, Sixth Edition, also published in 2014.

Product Identifiers

Publisher
Pearson Education The Limited
ISBN-13
9780273778851
eBay Product ID (ePID)
209296399

Product Key Features

Author
Svend Hollensen
Publication Name
Marketing Management, 3rd Edn: a Relationship Approach
Format
Paperback
Language
English
Subject
Management
Publication Year
2014
Type
Textbook
Number of Pages
720 Pages

Dimensions

Item Height
271mm
Item Width
191mm
Item Weight
1514g

Additional Product Features

Title_Author
Svend Hollensen
Country/Region of Manufacture
United Kingdom

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Marketing Management, 3rd edn: A Relationship Approach by Svend Hollensen (Paperback, 2014)

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