Marketing management : a relationship approach /
Hollensen, Svend.
Marketing management : a relationship approach / Svend Hollensen. - Harlow : Financial Times Prentice Hall, 2002. - 608p. : ill. ; 25 cm.
[Part 1 Assessing the competitiveness of the firm (internal)] Identification of the firms' core competencies; development of the firm's competitive advantages -- from a macro (global) to a micro perspective. [Part 2 Assessing the external marketing situation: customer behaviour] Competitor analysis/intelligence (CI); analyzing relationships in the value chain. [Part 3 Developing marketing strategies: SWOT analysis and the strategic marketing planning] segmentation, targeting, positioning and competitive strategies; international marketing strategies; e-commerce strategies. [Part 4 Developing marketing programmes] Decision on the marketing mix: product and service decisions; pricing decisions; distributing decisions; communication decisions; establishing, developing and managing buyer-seller relationships. [Part 5 Action planning] Organizing and controlling the marketing effect: building the marketing plan -- Organizing and implementing; budgeting and controlling; ethical and environmental aspects of marketing.
9780273643784: £27.99 0273643789
Relationship marketing--Case studies
Relationship marketing.
Marketing--Management
Business and Management.
Sales & marketing management
658.8
Marketing management : a relationship approach / Svend Hollensen. - Harlow : Financial Times Prentice Hall, 2002. - 608p. : ill. ; 25 cm.
[Part 1 Assessing the competitiveness of the firm (internal)] Identification of the firms' core competencies; development of the firm's competitive advantages -- from a macro (global) to a micro perspective. [Part 2 Assessing the external marketing situation: customer behaviour] Competitor analysis/intelligence (CI); analyzing relationships in the value chain. [Part 3 Developing marketing strategies: SWOT analysis and the strategic marketing planning] segmentation, targeting, positioning and competitive strategies; international marketing strategies; e-commerce strategies. [Part 4 Developing marketing programmes] Decision on the marketing mix: product and service decisions; pricing decisions; distributing decisions; communication decisions; establishing, developing and managing buyer-seller relationships. [Part 5 Action planning] Organizing and controlling the marketing effect: building the marketing plan -- Organizing and implementing; budgeting and controlling; ethical and environmental aspects of marketing.
9780273643784: £27.99 0273643789
Relationship marketing--Case studies
Relationship marketing.
Marketing--Management
Business and Management.
Sales & marketing management
658.8