Marketing Management: A Relationship Approach, 4th edition

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.

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.

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.

Hallmark Features

• Each Part introduction lists the chapters and case studies within the part. It also includes a structure map that allows you to get a clearer picture of how the part relates to the other sections in the book.
• Each chapter begins with a set of learning objectives that will enable you to focus on what you should have achieved by the end of the chapter.
• Short chapter introductions concisely introduce the themes and issues that are built upon within the chapter.
• Key terms are highlighted in the text with a brief explanation in the margin where they first appear. These terms are also included in the Glossary at the end of the book.
• New and engaging exhibits analyse and discuss specific companies to show how the theories in the chapter are used by well known brands in the business world.
• Colour figures and photographs illustrate the key points and concepts and help clarify the topics discussed.
• A case study concludes each chapter, providing a range of material for seminars and private study, by illustrating real-life applications and implications of the topics covered in the chapter. These also come with a set of questions to help you test your understanding of the case.
• Chapter summaries reflect on what the chapter has covered and will help you to consolidate your learning and provide an important revision tool.
• Questions for discussion provide a useful assessment to test your knowledge and encourage you to review and/or critically discuss your understanding of the main topics and issues covered in each chapter.
• An extensive list of references at the end of each chapter directs you to other books, journal articles and websites, which will help you develop your understanding and inspire independent learning.

New to this Edition

• 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. Consequently, an important aspect of this edition is the strengthening of the online theme (social media, e-commerce, etc.), which is now incorporated in all the chapters and in many cases and exhibits.
• In addition, there is a focus on marketing-related themes in connection with new technologies, like Artificial Intelligence (AI), Sharing economy, Gamification, 3-D Printing, Internet-of-Things (IoT), Omni-channel distribution and Blockchain technology.
• There is also a focus on Chinese business cases (BYD electric, DJI drones and Huawei smartphones) as China is now the world’s second largest economy, after USA.
• The book’s chapters, cases and exhibits are totally updated with the latest journal articles and company information.

The following new concepts are introduced in the single chapters:

• Chapter 1 – discusses The SOSMAC model and gives an introduction to the KPI ‘regime’.
• Chapter 2 - discusses how Artificial Intelligence (AI) can help marketers to create customer value
• Chapter 3 – introduces the Sharing Economy.
• The intro to Part II– discusses the PESTEL analysis.
• Chapter 4 – discusses gamification and its use for marketers.
• Chapter 11 – discusses 3-D Printing – a possible industrial revolution in customization. In addition, it also discusses global mobile app marketing an introduces the Internet-of-Things (IoT) and its use for marketers.
• Chapter 12 – discusses subscription-based pricing.
• Chapter 13 – discusses multiple distribution and omni-channel strategy and introduces Blockchain technology and its influence on marketing and SCM.
• Chapter 14 – discusses a categorization of Social Media, the Social Media funnel and the development of the Social Media Marketing plan.