Marketing Management Marketing-Management
A Relationship Approach
Softcover
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ISBN-13:
9780273643784
Veröffentl:
2002
Einband:
Softcover
Seiten:
787
Autor:
Svend Hollensen
Gewicht:
1542 g
SKU:
INF1000009415
Sprache:
Englisch
Beschreibung:
Marketing Management: A Relationship Approach takes the unique approach of linking relationship marketing to the traditional market planning models, which are used by most marketers today. The importance of the firm, not only to have good relationships with their customers but also with the other actors in the value net, such as suppliers, competitors, supplementors and the firm's own personnel, and how this, in turn, will develop the firm's competitive advantage, is paramount. This "new" holistic approach to the marketing planning process is illustrated throughout the book with real company examples.
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