Marketing Management, 2nd edition
A Relationship Approach
By Svend Hollensen
May 2010
Financial Times / Prentice Hall
Distributed by Trans-Atlantic Publications
ISBN: 9780273706830 
655 Pages, Illustrated
$99.50 Paper Original
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.
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
Features
- A clear structure built around the marketing planning process, helping you to focus on this key area of the discipline
- How to build a marketing plan and estimate the financial consequences in the form of the marketing budget, keeping you up to date with the most important elements of a business
- How to create competitive advantages through developing relationships and networks with other companies, enabling students to be prepared for real business decisions.
- How to develop relationships between international buyers and sellers who differ in nationality or cultural background, reflecting the diversity of the subject
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 other - Global Marketing (5th edition published in 2010)
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