Marketing management : a relationship approach / Svend Hollensen.
Material type:
TextPublisher: Harlow, England ; New York : Pearson Education, [2010]Copyright date: ©2010Edition: Second editionDescription: xxxv, 656 pages : colour illustrations ; 27 cmContent type: - text
- unmediated
- volume
- 0273706837
- 9780273706830
- 658.8 22
- HF5415.55 .H65 2010
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.8 HOL (Browse shelf(Opens below)) | 1 | Available | A452054B | ||
| Book | City Campus City Campus Main Collection | 658.8 HOL (Browse shelf(Opens below)) | 1 | Available | A490605B | ||
| Book | City Campus City Campus Main Collection | 658.8 HOL (Browse shelf(Opens below)) | 1 | Available | A490609B | ||
| Book | South Campus South Campus Main Collection | 658.8 HOL (Browse shelf(Opens below)) | 1 | Available | A490613B | ||
| Book | South Campus South Campus Main Collection | 658.8 HOL (Browse shelf(Opens below)) | 1 | Available | A490617B |
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| 658.8 ELL Marketing / | 658.8 GRE Marketing / | 658.8 GRE Marketing / | 658.8 HOL Marketing management : a relationship approach / | 658.8 HOL Marketing management : a relationship approach / | 658.8 IAC MM4 / | 658.8 INT International marketing / |
Includes bibliographical references and index.
Identification of the firm's core competences -- Development of the firm's competitive advantage -- Customer behaviour -- Competitor analysis and intelligence -- Analysing relationships in the value chain -- SWOT analysis, strategic marketing planning, and portfolio analysis -- Segmentation, targeting, positioning, and competitive strategies -- CSR strategy and the sustainable global value chain -- Establishing, developing, and managing buyer-seller relationships -- Product and service decisions -- Pricing decisions -- Distribution decisions -- Communication decisions -- Organising and implementing the marketing plan -- Budgeting and controlling.
Machine converted from AACR2 source record.
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