Marketing management : a relationship approach /
By: Hollensen, Svend
Material type:
BookPublisher: New York, NY : Pearson Education, 2010.Edition: 2nd ed.Description: p. cm.ISBN: 9780273706830 (pbk.)Subject(s): Relationship marketing | Marketing -- Management | Relationship marketing -- Case studiesDDC classification: 658.8
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 HO MA (Browse shelf) | Available | T0040405 |
Total holds: 0
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| 658.8 HO GL Global marketing : a market-responsive approach / | 658.8 HO GL Global marketing : a market-responsive approach / | 658.8 HO HO How brands become icons : the principles of cultural branding / | 658.8 HO MA Marketing management : a relationship approach / | 658.8 HU MA Marketing for tourism, hospitality & events : | 658.8 HU MA Marketing for tourism, hospitality & events : | 658.8 HU SE Sensory marketing / |
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.