Hollensen, Svend, <br/><br/>
Marketing management :  a relationship approach / 
Svend Hollensen. 
 - Second edition. 
 - xxxv, 656 pages :  colour illustrations ;  27 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0273706837 9780273706830 
<br/><br/><label>LCCN: </label>2009050104 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Relationship marketing<br/>Marketing--Management<br/>Relationship marketing--Case studies
<br/><br/><label>LC Class. No.: </label>HF5415.55  / .H65 2010 
<br/><br/><label>Dewey Class. No.: </label>658.8