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Marketing Management: A Relationship Approach 2/e Svend  HollensenMarketing Management: A Relationship Approach 2/e
Svend  Hollensen

ISBN   10:   0273706837
ISBN   13:   9780273706830
736pp  ©2010  paper

Basic  Approach

Marketing  Management: A Relationship Approach, 2/e take the unique approach of  linking  relationship  marketing

To the traditional  market  planning  models  which are used by most marketers today. As globalization  continues, The need for creating and maintaining relationship between  customer , suppliers and stakeholders and personnel has become increasingly  important  in today’s business environment.

Now in its second edition, this bestselling text bridges the gap between relationship marketing  and  traditional marketing , integrating this  approach with  the process of  developing effective marketing plans. Drawing from an extensive range of international examples , Hollensen  demonstrates  how companies such as Ryanair , Harley Davidson , Red Bull and Lindt  make use of relationship  marketing  theory in order to gain  competitive advantage.

Table of  Content

1. Introduction

Part  I        ASSESSING  THE  COMPETITIVENESS OF THE FIRM (INTERNAL)
2. Identification  of  the firm’s  core competences
3. Development  of  the firm’s  competitive advantage

Part  II        ASSESSING  THE  EXTERNAL  MARKETING  SITUATION
4. Customer  behavior
5. Competitor  analysis  and  intelligence
6. Analysing  relationship  in the value chain

Part  III        DEVELOPING  MARKETING  STRATEGIES
7. SWOT  analysis, strategic marketing  planning  and portfolio analysis
8. Segmentation,  targeting,  positioning and  competitive strategies
9. CSR  strategy and the sustainable  global value chain

Part  IV         DEVELOPING  MARKETING  PROGRAMMES
10. Establishing, developing and  managing  buyer  seller  relationship
11. Product  and  service decisions
12. Pricing  decisions
13. Distribution  decisions
14. Communication  decisions

Part  V        ORGANISING ,  IMPLEMENTING AND CONTROLLING  THE  MARKETING EFFORT
15. Organising  and  implementing  the  marketing  plan
16. Budgeting  and  controlling
Appendix : Marketing  research  and  decision  support  system

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