Marketing Management

Autorentext

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.

Klappentext

This book takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company's customers, suppliers, stakeholders and personnel has become increasingly vital in today's business environment.

Now in its fourth edition, this best-selling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans by the use of the newest technology. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Electrolux, Tinder (Match.com), DJI Technology, Huawei and Spotify make use of relationship marketing theory in order to gain competitive advantage. New to this edition:

• Focus on how to create customer value by the use of new technologies, such as Artificial Intelligence (AI), Gamification, 3-D Printing, Internet-of-Things (IoT), Influencer Marketing, Omni-channel distribution and Blockchain technology

• Case studies in every chapter plus video cases, available via VitalSource.com and linked to each part of the book, bring the subject matter vividly to life.

• Focus on Chinese business cases (BYD electric, DJI drones and Huawei smartphones) as China is now the world's second largest economy, after the USA.

• Striking colour design adds visual interest and helps to illustrate and emphasise key points and concepts.

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Marketing Management: A Relationship Approach* is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and for practitioners and those studying for professional qualifications in marketing management.

Inhalt

Chapter 1 Introduction

Part I Assessing the competitiveness of the firm (internal)

Chapter 2 Identification of the firm's core competences

Chapter 3 Development of the firm's competitive advantage

Part II Assessing the external marketing situation

Chapter 4 Customer behaviour

Chapter 5 Competitor analysis and intelligence

Chapter 6 Analysing relationships in the value chain

Part III Developing marketing strategies

Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis

Chapter 8 Segmentation, targeting, positioning and competitive strategies

Chapter 9 CSR strategy and the sustainable global value chain

Part IV Developing marketing programmes

Chapter 10 Establishing, developing and managing buyerseller relationships

Chapter 11 Product and service decisions

Chapter 12 Pricing decisions

Chapter 13 Distribution decisions

Chapter 14 Communication decisions

Part V Organising, implementing and controlling the marketing effort

Chapter 15 Organising and implementing the marketing plan

Chapter 16 Budgeting and controlling

Appendix Market research and decision support system

Glossary

Index