Marketing Management: A Relationship Approach, 4th edition

This book 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.

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 by the use of the newest technology. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Electrolux, Tinder (Match.com), DJI Technology, Huawei and Spotify make use of relationship marketing theory in order to gain competitive advantage.

New to this edition:

• Focus on how to create customer value by the use of new technologies, such as Artificial Intelligence (AI), Gamification, 3-D Printing, Internet-of-Things (IoT), Influencer Marketing, Omni-channel distribution and Blockchain technology

• Case studies in every chapter plus video cases, available via VitalSource.com and linked to each part of the book, bring the subject matter vividly to life.

• Focus on Chinese business cases (BYD electric, DJI drones and Huawei smartphones) as China is now the world’s second largest economy, after the USA.

• Striking colour design adds visual interest and helps to illustrate and emphasise key points and concepts.

Marketing Management: A Relationship Approach is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and for practitioners and those studying for professional qualifications in marketing management.