» » Marketing Management: A Relationship Approach
Marketing Management: A Relationship Approach by Svend Hollensen
ISBN: 0273643789
ISBN13: 978-0273643784
Author: Svend Hollensen
Book title: Marketing Management: A Relationship Approach
Other Formats: lit mobi docx mbr
Pages: 787 pages
Publisher: Financal Times Management (July 10, 2002)
Language: English
Size PDF version: 1315 kb
Size ePub version: 1294 kb
Size fb2 version: 1378 kb
Category: Management & Leadership

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.

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