Marketing Management 2e : A Relationship Approach
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Temin süremiz 10 - 45 iş günü
Yayıncı Pearson Education ( 03 / 2010 ) ISBN 9780273706830 | 19,61 cm x 26,39 cm | İngilizce | 696 Sayfa | Türler İşletme-Pazarlama
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.