Marketing: A Relationship Perspective (Second Edition)

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.

Dettagli sul prodotto

• Autori: Svend Hollensen, Svend (Univ Of Southern Denmark Hollensen, Marc Oliver Opresnik, Marc Oliver (Technical Univ Luebeck Opresnik
• Editore: Co-Published with World Scientific (Us)
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 31.05.2019
• EAN: 9781944659622
• ISBN: 978-1-944659-62-2
• Pagine: 520
• Dimensioni: 165 mm x 246 mm x 33 mm
• Peso: 1066 g
• Categoria: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing