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.
Table of Contents
Brief contents Guided tour Preface About the author Acknowledgements Publisher's acknowledgements 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 behaviour 5 Competitor analysis and intelligence 6 Analysing relationships 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 relationships 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: Market research and decision support system Glossary Index
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 other - Global Marketing (5th edition published in 2010)