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Marketing management : a relationship approach / Svend Hollensen.

By: Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2002.Description: 608p. : ill. ; 25 cmISBN:
  • 9780273643784:
  • 0273643789
Subject(s): DDC classification:
  • 658.8
Contents:
[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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 75196

[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.

25.00

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