Marketing

A Relationship Perspective

Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.

Contents:

• Preface to the Second Edition
• Fundamentals of Relationship Marketing
• Situational Analysis in the Marketing Planning Process
• Strategy Formulation in the Marketing Planning Process
• Marketing Mix in the Marketing Planning Process
• Implementation and Controlling in the Marketing Planning Process
• References
• About the Authors
• Subject and Companies Index

Readership: Students and professionals in the field of marketing and customer relationship management.
Key Features:

• This marketing text integrates the 'new' relationship approach in the traditional process of developing effective marketing plans. Compared to other marketing management books this text will attach more importance to the following themes:

  • Buyer-seller relationships
  • Buyer-seller interaction on a global scale
  • Creating competitive advantage through relationships together with other companies
  • Cross-functionalism

• New to the Second Edition:

  • New content — There is a new chapter on marketing research with more in-depth coverage to the tools and processes in the framework of analysing data for the marketing management planning process
  • New case studies, exhibits, and examples — These include advertisements, brand-new case studies and mini cases in the form of marketing exhibits to prompt the reader to apply principles learnt
  • Supplementary materials