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Author: Svend Hollensen
Publisher:
ISBN: 9781944659639
Category :
Languages : en
Pages : 521
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Book Description
Author: Svend Hollensen
Publisher:
ISBN: 9781944659639
Category :
Languages : en
Pages : 521
Get Book
Book Description
Author: Hollensen Svend
Publisher: World Scientific
ISBN: 1944659641
Category : Business & Economics
Languages : en
Pages : 520
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Book Description
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.
Author: Svend Hollensen
Publisher:
ISBN: 9783800649280
Category :
Languages : en
Pages : 502
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Book Description
Author: Soren Hougaard
Publisher: Springer Science & Business Media
ISBN: 3642032435
Category : Business & Economics
Languages : en
Pages : 227
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Book Description
In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities. "The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Author: Svend Hollensen
Publisher: Pearson
ISBN: 9781292291444
Category : Business & management
Languages : en
Pages : 728
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Book Description
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. 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.
Author: Bill Donaldson
Publisher: John Wiley & Sons
ISBN: 0470028807
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Strategic Market Relationships, 2nd Edition develops the reader’s understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation. The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published. Most of the existing content will still be there but presented in a new logic. Continues to map relationships from strategy to implementation Text more clearly divided into strategy and implementation parts Continues to focus on close relationships and on the management of relationships Continues with introductory case illustration and end of chapter teaching cases with many new ones All chapter updated with new research since the last publication Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships New chapter on organizing relationships New chapter on people and relationships E-relationship chapter integrated into chapter on communication and dialogue in a relationship New chapter on channel relationships Chapter on relationship performance restructured around costs and value. Ethics and researching relationships expanded in the conclusion chapter
Author: Tracy Harwood
Publisher: McGraw-Hill Education
ISBN: 9780077114220
Category : Customer relations
Languages : en
Pages : 242
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Book Description
This book provides a comprehensive introduction to the key theoretical concepts and models of relationship marketing. Drawing on existing literature and current thinking, "Relationship Marketing" explores the different perspectives on the subject and presents them in relation to a range of practical contexts, including the public sector, arts, professional services and virtual communities as well as the more traditional domains of marketing.Key features: a wide range of learning tools including mini-cases, discussion questions, activities and insights to help facilitate effective learning and provide frequent reinforcement; coverage of contemporary issues and topics including technology and virtual communities; and, the contexts section has an extensive range of cases that illustrate relationship marketing in practice. This section is designed to encourage the reader to strengthen and develop their own understanding of the subject. Designed specifically with the student in mind, it is the perfect companion for undergraduate students, postgraduate students and marketing practioners
Author: Merlin Stone
Publisher: Kogan Page Publishers
ISBN: 9780749427009
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.
Author:
Publisher:
ISBN: 9780333777497
Category : Marketing
Languages : en
Pages : 295
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Book Description
This introduction to the principles of marketing management has a relationship perspective integrated throughout. Contributors explore five key areas: the role of relationship marketing in business; the customer retention audit; creating customer value through the expanded marketing mix; planning and organizing for relationship marketing; and relationship marketing in action. Using graphics, mini case studies and numerous real world examples, this text is aimed at MBA students, postgraduates and professionals seeking an introduction to leading edge management and marketing thinking. An instructor's manual providing overhead masters and teaching notes supports the text. This will also include a long case study of Guinness plc, which lecturers can use in seminar or project work.
Author: John Egan
Publisher:
ISBN:
Category : Relationship marketing
Languages : en
Pages : 268
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Book Description
