Marketing Management
A relationship approach
4th Edition
Published on 30. January 2019
Book
Paperback/Softback
728 pages
978-1-292-29144-4 (ISBN)
More details
Edition
4th edition
Language
English
Place of publication
Harlow
United Kingdom
Target group
Professional and scholarly
Dimensions
Height: 264 mm
Width: 196 mm
Thickness: 30 mm
Weight
1320 gr
ISBN-13
978-1-292-29144-4 (9781292291444)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
04/2020
4th Edition
Pearson Education Limited
from
€64.59
Available for download
E-Book
03/2019
4th Edition
Pearson
from
€64.59
Available for download
Previous edition
Book
10/2014
3rd Edition
Pearson Education Limited
€63.13
Article exhausted; check for reprint
Person
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 Pearson books include - among others - Global Marketing, Seventh Edition, published in 2017.
Content
1 Introduction
2 Identification of the firm's core competences
3 Development of the firm's competitive advantage
4 Customer behaviour
5 Competitor analysis and intelligence
6 Analysing relationships in the value chain
7 SWOT analysis, strategic marketing planning and portfolio analysis
8 Segmentation, targeting, positioning and competitive strategies
9 CSR strategy and the sustainable global value chain
10 Establishing, developing and managing buyer-seller relationships
11 Product and service decisions
12 Pricing decisions
13 Distribution decisions
14 Communication decisions
15 Organising and implementing the marketing plan
16 Budgeting and controlling
2 Identification of the firm's core competences
3 Development of the firm's competitive advantage
4 Customer behaviour
5 Competitor analysis and intelligence
6 Analysing relationships in the value chain
7 SWOT analysis, strategic marketing planning and portfolio analysis
8 Segmentation, targeting, positioning and competitive strategies
9 CSR strategy and the sustainable global value chain
10 Establishing, developing and managing buyer-seller relationships
11 Product and service decisions
12 Pricing decisions
13 Distribution decisions
14 Communication decisions
15 Organising and implementing the marketing plan
16 Budgeting and controlling