L'édition de cet ISBN n'est malheureusement plus disponible.
Afficher les exemplaires de cette édition ISBNLes informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
"There is nothing as practical as a good theory. I am very impressed with Svend Hollensen’s writing style, particularly the way he explains the process of marketing planning, linking established and emerging concepts and explaining the secrets around local and global thinking when developing and retaining a customer."
Professor Sten Söderman, School of Business, Stockholm University, Sweden
Marketing Management: A Relationship Approach, Second Edition, takes the unique approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, suppliers, stakeholders and personnel has become increasingly important in today’s business environment.
Now in its second 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 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.
New to this edition:
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 Financial Times-Prentice Hall books include – among others – Global Marketing, Fifth Edition also published in 2010.
Marketing Management: A Relationship Approach, 2/e takes the unique approach of linking relationship marketing to the traditional market planning models which are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, 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.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
Frais de port :
EUR 11,68
De Royaume-Uni vers Etats-Unis
Description du livre Paperback. Etat : Brand New. 2nd edition. 655 pages. 10.39x7.72x1.10 inches. In Stock. N° de réf. du vendeur zk0273706837
Description du livre Etat : Brand New. New. US edition. Expediting shipping for all USA and Europe orders excluding PO Box. Excellent Customer Service. N° de réf. du vendeur ABEOCT23-60130