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Item Details
| Title:
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MARKETING MANAGEMENT
A RELATIONSHIP APPROACH |
| By: |
Svend Hollensen |
| Format: |
Paperback |
| List price:
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£57.99 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
0273706837 |
| ISBN 13: |
9780273706830 |
| Publisher: |
PEARSON EDUCATION LIMITED |
| Pub. date: |
11 March, 2010 |
| Edition: |
2nd Revised edition |
| Pages: |
696 |
| Synopsis: |
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. |
| Illustrations: |
Illustrations |
| Publication: |
UK |
| Imprint: |
Financial Times Prentice Hall |
| Returns: |
Returnable |
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