Marketing
| Author | : Svend Hollensen |
| Publisher | : |
| Total Pages | : 521 |
| Release | : 2019 |
| Genre | : |
| ISBN | : 9781944659639 |
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Marketing A Relationship Perspective Second Edition PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Marketing A Relationship Perspective Second Edition PDF full book. Access full book title Marketing A Relationship Perspective Second Edition.
Marketing: A Relationship Perspective (Second Edition)
| Author | : Hollensen Svend |
| Publisher | : World Scientific |
| Total Pages | : 520 |
| Release | : 2019-03-15 |
| Genre | : Business & Economics |
| ISBN | : 1944659641 |
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Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.
Marketing
| Author | : Svend Hollensen |
| Publisher | : |
| Total Pages | : 502 |
| Release | : 2015-05 |
| Genre | : |
| ISBN | : 9783800649280 |
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The Relationship Marketer
| Author | : Søren Hougaard and Mogens Bjerre |
| Publisher | : Samfundslitteratur |
| Total Pages | : 244 |
| Release | : 2009 |
| Genre | : handelsteknik |
| ISBN | : 9788759313718 |
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Marketing Management
| Author | : Svend Hollensen |
| Publisher | : Pearson |
| Total Pages | : 728 |
| Release | : 2019-01-23 |
| Genre | : Business & management |
| ISBN | : 9781292291444 |
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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. 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.
Customer Relationship Marketing
| Author | : Merlin Stone |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 244 |
| Release | : 2000 |
| Genre | : Business & Economics |
| ISBN | : 9780749427009 |
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Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.
Strategic Market Relationships
| Author | : Bill Donaldson |
| Publisher | : John Wiley & Sons |
| Total Pages | : 289 |
| Release | : 2007-05-21 |
| Genre | : Business & Economics |
| ISBN | : 0470028807 |
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Strategic Market Relationships, 2nd Edition develops the reader’s understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation. The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published. Most of the existing content will still be there but presented in a new logic. Continues to map relationships from strategy to implementation Text more clearly divided into strategy and implementation parts Continues to focus on close relationships and on the management of relationships Continues with introductory case illustration and end of chapter teaching cases with many new ones All chapter updated with new research since the last publication Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships New chapter on organizing relationships New chapter on people and relationships E-relationship chapter integrated into chapter on communication and dialogue in a relationship New chapter on channel relationships Chapter on relationship performance restructured around costs and value. Ethics and researching relationships expanded in the conclusion chapter
Marketing Management
| Author | : |
| Publisher | : |
| Total Pages | : 295 |
| Release | : 2000 |
| Genre | : Marketing |
| ISBN | : 9780333777497 |
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This introduction to the principles of marketing management has a relationship perspective integrated throughout. Contributors explore five key areas: the role of relationship marketing in business; the customer retention audit; creating customer value through the expanded marketing mix; planning and organizing for relationship marketing; and relationship marketing in action. Using graphics, mini case studies and numerous real world examples, this text is aimed at MBA students, postgraduates and professionals seeking an introduction to leading edge management and marketing thinking. An instructor's manual providing overhead masters and teaching notes supports the text. This will also include a long case study of Guinness plc, which lecturers can use in seminar or project work.
Sustainability Marketing
| Author | : Frank-Martin Belz |
| Publisher | : John Wiley & Sons |
| Total Pages | : 354 |
| Release | : 2012-10-29 |
| Genre | : Business & Economics |
| ISBN | : 1119966191 |
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The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com
STRATEGIC MARKETING : MAKING DECISIONS FOR STRATEGIC ADVANTAGE, SECOND EDITION
| Author | : Sahaf, Musadiq A. |
| Publisher | : PHI Learning Pvt. Ltd. |
| Total Pages | : 736 |
| Release | : 2019-07-01 |
| Genre | : Business & Economics |
| ISBN | : 9388028724 |
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This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a harmonious blend of theoretical aspects and real-world applications, the book presents the framework that governs a firm's strategic decisions in the area of marketing. Divided into five parts, the text attempts to provide an explanation and critical analysis of the core concepts that have driven the growth and development of the subject for decades. At the same time, emerging concepts that would shape the scope of the subject have also been highlighted. The book is specifically written for the students who pursue academic and professional programmes in marketing, management and business studies. KEY FEATURES • Provides case studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory. • Comprises glossary of terms in addition to chapter-end summary, exercises and references. • Emphasizes self-study approach by explaining complex issues in a simple and student-friendly manner. NEW TO THE SECOND EDITION • Entirely revamped and updated to make the book an effective teaching and learning resource. • New chapters on ‘Service Marketing Strategies’, ‘Global Marketing Strategies’ and ‘Internal Marketing: A Tool for Implementation’. • Inclusion of several new sections throughout the text as per the latest development in the field. TARGET AUDIENCE • Marketing MBA • (Specialisation–Marketing)
