Hollensen, Svend.
Marketing management : a relationship approach / Svend Hollensen. - 2nd ed. - New York, NY : Pearson Education, 2010. - p. cm.
Identification of the firm's core competences -- Development of the firm's competitive advantage -- Customer behaviour -- Competitor analysis and intelligence -- Analysing relationships in the value chain -- SWOT analysis, strategic marketing planning, and portfolio analysis -- Segmentation, targeting, positioning, and competitive strategies -- CSR strategy and the sustainable global value chain -- Establishing, developing, and managing buyer-seller relationships -- Product and service decisions -- Pricing decisions -- Distribution decisions -- Communication decisions -- Organising and implementing the marketing plan -- Budgeting and controlling.
9780273706830 (pbk.)
2009050104
Relationship marketing.
Marketing--Management.
Relationship marketing--Case studies.
HF5415.55 / .H65 2010
658.8
Marketing management : a relationship approach / Svend Hollensen. - 2nd ed. - New York, NY : Pearson Education, 2010. - p. cm.
Identification of the firm's core competences -- Development of the firm's competitive advantage -- Customer behaviour -- Competitor analysis and intelligence -- Analysing relationships in the value chain -- SWOT analysis, strategic marketing planning, and portfolio analysis -- Segmentation, targeting, positioning, and competitive strategies -- CSR strategy and the sustainable global value chain -- Establishing, developing, and managing buyer-seller relationships -- Product and service decisions -- Pricing decisions -- Distribution decisions -- Communication decisions -- Organising and implementing the marketing plan -- Budgeting and controlling.
9780273706830 (pbk.)
2009050104
Relationship marketing.
Marketing--Management.
Relationship marketing--Case studies.
HF5415.55 / .H65 2010
658.8