TY  - BOOK
AU  - Hollensen,Svend
TI  - Marketing management: a relationship approach 
SN  - 0273706837
AV  - HF5415.55 .H65 2010
U1  - 658.8 22
PY  - 2010///]
CY  - Harlow, England, New York
PB  - Pearson Education
KW  - Relationship marketing
KW  - Marketing
KW  - Management
KW  - Case studies
N1  - 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
ER  -