Marketing Management: A Relationship Approach - Brossura

Hollensen, Svend

Brossura

ISBN 10: 0273778854 ISBN 13: 9780273778851

Casa editrice: Pearson Education, 2014

Riassunto

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.

Su questo libro

L'autore:

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.

Dalla quarta di copertina:

A very well written and managerially relevant textbook on marketing management! I really liked the incorporation of relationship and CSR as sources of competitive advantage in this latest edition.’

Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Emory University (USA)

 

‘It is definitively a clearly and powerfully written book that binds marketing theory and practice. I strongly recommend it to anyone interested in marketing!’

Susana Costa e Silva, Catholic University of Portugal (Porto)

 

‘The book provides the most current thinking in the ever evolving field of marketing management. It links the traditional marketing (transactional marketing) concept with the relationship marketing approach, and presents a clearly written, precise and actionable marketing plan and a strategic perspective to academicians and practitioners alike.’

Samuel Rabino, Professor of Marketing and International Business, Northeastern University (USA)

 

Marketing Management: A Relationship Approach 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 Boot Ltd 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 and value capture, experiential marketing, on-line business models, smartphone marketing and social media marketing, plus a chapter on corporate social responsibility, ensures 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.

 

Su questa edizione

• Editore: Pearson Education
• Data di pubblicazione: 2014
• ISBN 10: 0273778854
• ISBN 13: 9780273778851
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 720