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Item Details
| Title:
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MARKETING MANAGEMENT
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| By: |
Sven Hollensen |
| Format: |
Paperback |
| List price:
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£49.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0273643789 |
| ISBN 13: |
9780273643784 |
| Publisher: |
PEARSON EDUCATION LIMITED |
| Pub. date: |
21 June, 2002 |
| Pages: |
816 |
| Description: |
This work is written for people, mainly students, who want to know how the relationship and the traditional marketing approach (in combination) affect the development of effective and efficient marketing plans. This holistic approach is illustrated with "real-world" examples. |
| Synopsis: |
Marketing Management: A Relationship Approach takes the unique approach of linking relationship marketing to the traditional market planning models, which are used by most marketers today. The importance of the firm, not only to have good relationships with their customers but also with the other actors in the value net, such as suppliers, competitors, supplementors and the firm's own personnel, and how this, in turn, will develop the firm's competitive advantage, is paramount. This "new" holistic approach to the marketing planning process is illustrated throughout the book with real company examples. |
| Illustrations: |
illustrations, glossary, index |
| Returns: |
Returnable |
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