Libro Marketing Management: A Relationship Approach De Svend Hollensen

portada Marketing Management: A Relationship Approach

Formato

Libro Físico

Editorial

Pearson

Autor

Svend Hollensen

Año

2019

Idioma

Inglés

N° páginas

728

Encuadernación

Tapa Blanda

ISBN13

9781292291444

N° edición

Categorías

Marketing

Marketing Management: A Relationship Approach

Svend Hollensen (Autor) · Pearson · Tapa Blanda

Sin Stock

Reseña del libro "Marketing Management: A Relationship Approach"

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.