Marketing Management

A Relationship Approach

Svend Hollensen (Autor)

Buch | Softcover

816 Seiten

2002
Pitman Publishing (Verlag)
978-0-273-64378-4 (ISBN)

Infos

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.

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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.

Inhalt

Preface 1. Introduction PART 1: ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 2. Identification of the firms' core competencies 3. Development of the firm's competitive advantages: from a macro (global) to a micro perspective PART 2: ASSESSING THE EXTERNAL MARKETING SITUATION (EXTERNAL) 4. Customer behaviour 5. Competitor analysis/Intelligence (CI) 6. Analysing relationships in the value chain PART 3: DEVELOPING MARKETING STRATEGIES 7. SWOT analysis and the strategic marketing planning 8. Segmentation, targeting, positioning and competitive strategies 9. International marketing strategies 10. E-commerce strategies PART 4: DEVELOPING MARKETING PROGRAMS -- DECISION ON THE MARKETING MIX 11. Product and service decisions 12. Pricing decisions 13. Distribution decisions 14. Communication decisions 15. Establishing, developing and managing buyer-seller relationships PART 5: ACTION PLANNING: ORGANIZING AND CONTROLLING THE MARKETING EFFECT 16. Building the Marketing Plan: Organizing and Implementing 17. Budgeting and controlling 18. Ethical and environmental aspects of Marketing Glossary Index

Produkt-Details

• Erscheint lt. Verlag: 21.6.2002
• Sprache: englisch
• Maße: 188 x 246 mm
• Gewicht: 1500 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-273-64378-9 / 0273643789
• ISBN-13: 978-0-273-64378-4 / 9780273643784
• Zustand: Neuware