ENGLISH

Marketing Management: A Relationship Approach

By Svend Hollensen

Book information

Publisher
Financal Times Management
Year
2010
ISBN
0273706837, 9780273706830
Language
english
Format
PDF
Filesize
16 MB (16987763 bytes)
Edition
2
Pages
697\697
Time added
2013-04-15 18:00:00

Description

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

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