Marketing Management: A Relationship Approach, 4th edition

Published by Pearson (March 4, 2019) © 2019

  • Svend Hollensen University of South Denmark
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Title overview

Marketing Management: A Relationship Approach takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company’s customers, suppliers, stakeholders and personnel has become increasingly vital in today’s business environment.

Table of contents

  1. 1 Introduction
  2. 2 Identification of the firm’s core competences
  3. 3 Development of the firm’s competitive advantage
  4. 4 Customer behaviour
  5. 5 Competitor analysis and intelligence
  6. 6 Analysing relationships in the value chain
  7. 7 SWOT analysis, strategic marketing planning and portfolio analysis
  8. 8 Segmentation, targeting, positioning and competitive strategies
  9. 9 CSR strategy and the sustainable global value chain
  10. 10 Establishing, developing and managing buyer–seller relationships
  11. 11 Product and service decisions
  12. 12 Pricing decisions
  13. 13 Distribution decisions
  14. 14 Communication decisions
  15. 15 Organising and implementing the marketing plan
  16. 16 Budgeting and controlling

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