Marketing Management:A Relationship Approach - Softcover

Svend, Hollensen

Softcover

ISBN 10: 0273706837 ISBN 13: 9780273706830

Verlag: Financial Times Prentice Hall, 2010

Inhaltsangabe

Book by Svend Hollensen

Über diesen Titel

Reseña del editor:

Marketing Management: A Relationship Approach, 2/e takes the unique approach of linking relationship marketing to the traditional market planning models which are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, suppliers and stakeholders, and personnel has become increasingly important in today's business environment. Now in its second edition, this bestselling 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.

Biografía del autor:

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 other - Global Marketing (5th edition published in 2010)

Über diese Auflage

• Verlag: Financial Times Prentice Hall
• Erscheinungsdatum: 2010
• ISBN 10: 0273706837
• ISBN 13: 9780273706830
• Einband: Tapa blanda
• Anzahl der Seiten: 696