Marketing management : a relationship approach Upplaga 2

"There is nothing as practical as a good theory. I am very impressed with Svend Hollensens writing style, particularly the way he explains the process of marketing planning, linking established and emerging concepts and explaining the secrets around local and global thinking when developing and retaining a customer." Professor Sten Sderman, School of Business, Stockholm University, Sweden Marketing Management: A Relationship Approach, Second Edition, takes the unique approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, suppliers, stakeholders and personnel has become increasingly important in todays business environment. Now in its second 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 from an extensive range of international examples, Hollensen demonstrates how companies such as Ryanair, Harley Davidson, Red Bull and Lindt make use of relationship marketing theory in order to gain competitive advantage. New to this edition: Focus on hot topics such as customer-driven innovation, marketing in emerging markets and social marketing, plus a new chapter on corporate social responsibility, ensure coverage of the latest issues in marketing management. New case studies in every chapter plus video cases, available on the Companion Website at www.pearsoned.co.uk/hollensen , and linked to each part of the book bring the subject material to life. New colour design adds visual interest and helps to illustrate 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 to practitioners and those studying for professional qualifications in marketing management. About the author Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Financial Times-Prentice Hall books include among others Global Marketing, Fifth Edition also published in 2010.