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Marketing: A Relationship Perspective (Hardcover, Second Edition)
Loot Price: R1,825
Discovery Miles 18 250
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Marketing: A Relationship Perspective (Hardcover, Second Edition)
Supplier out of stock. If you add this item to your wish list we will let you know when it becomes available.
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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.
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