Marketing management
Subtitle: a relationship approach
By: Svend Hollensen.
Edition: 2nd ed.
Publisher: Pearson Education
Published: 2010
Place of publication: New York, NY
Language: eng
ISBN-13: 9780273706830
Subjects: Relationship marketing; Marketing -- Management; Relationship marketing -- Case studies
Genres: Case studies
Table of contents: title: Identification of the firm's core competences; title: Development of the firm's competitive advantage; title: Customer behaviour; title: Competitor analysis and intelligence; title: Analysing relationships in the value chain; title: SWOT analysis, strategic marketing planning, and portfolio analysis; title: Segmentation, targeting, positioning, and competitive strategies; title: CSR strategy and the sustainable global value chain; title: Establishing, developing, and managing buyer-seller relationships; title: Product and service decisions; title: Pricing decisions; title: Distribution decisions; title: Communication decisions; title: Organising and implementing the marketing plan; title: Budgeting and controlling.