Marketing: A Relationship Perspective
Regular price
€82.99
A01=Marc Oliver Opresnik
A01=Svend Hollensen
Author_Marc Oliver Opresnik
Author_Svend Hollensen
Category=KJMV7
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Implementation and Controlling
Marketing
Marketing Mix
Marketing Planning Process
Relationship Marketing
Situational Analysis
Strategy Formulation
Product details
- ISBN 9781944659622
- Publication Date: 10 May 2019
- Publisher: World Scientific Publishing Co Inc (USA)
- Publication City/Country: US
- Product Form: Hardback
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Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.PowerPoint slides are available for all instructors who adopt this book as a course text.
