Marketing Management: A Relationship Approach, Fourth Edition, 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.
Therefore the main theme of this edition is how to build and retain B2B and B2C marketing relationships in the value chain, both offline but increasingly also online.
Now in its fourth 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 on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Nintendo, BYD Electric cars, Harley Davidson, Spotify, Tinder and Hunter Boots make use of relationship marketing theory in order to gain competitive advantage. Compared to other marketing management books, this text will attach more importance to among other the following themes:
• Buyer–seller interaction on a global scale (both the B2C and B2B markets)
• Creating competitive advantage through relationships with other companies