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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.

 

Marketing Management: A relationship approach

Chapter 1 Introduction

Part I�Assessing the competitiveness of the firm (internal)

Chapter 2 Identification of the firm’s core competences

Chapter 3 Development of the firm’s competitive advantage

Part II�Assessing the external marketing situation

Chapter 4 Customer behaviour

Chapter 5 Competitor analysis and intelligence

Chapter 6 Analysing relationships in the value chain

Part III�Developing marketing strategies

Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis

Chapter 8 Segmentation, targeting, positioning and competitive strategies

Chapter 9 CSR strategy and the sustainable global value chain

Part IV�Developing marketing programmes

Chapter 10 Establishing, developing and managing buyer–seller relationships

Chapter 11 Product and service decisions

Chapter 12 Pricing decisions

Chapter 13 Distribution decisions

Chapter 14 Communication decisions

Part V�Organising, implementing and controlling the marketing effort

Chapter 15 Organising and implementing the marketing plan

Chapter 16 Budgeting and controlling

Appendix Market research and decision support system

Glossary

Index