Marketing Management 2e : A Relationship Approach - Hollensen, Svend

Marketing Management 2e : A Relationship Approach

Svend Hollensen

Yayınevi: Pearson Education

Yayın tarihi: 03/2010

ISBN: 9780273706830

İngilizce | 696 Sayfa | 19,61 cm x 26,39 cm

Tür: İşletme-Pazarlama

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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.

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