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Marketing Management - A relationship approach (Paperback, 4th edition)
Loot Price: R2,625
Discovery Miles 26 250
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Marketing Management - A relationship approach (Paperback, 4th edition)
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This book takes the unique and innovative approach of linking
relationship marketing to the traditional market planning models
that are used by most marketers today. As globalisation progresses,
the need for creating and maintaining off-line and on-line
relationships with the company's customers, suppliers, stakeholders
and personnel has become increasingly vital in today's business
environment. Now in its fourth edition, this best-selling text
bridges the gap between relationship marketing and traditional
marketing, integrating this approach with the process of developing
effective marketing plans by the use of the newest technology.
Drawing on a varied and extensive range of international examples,
Hollensen demonstrates how companies such as Electrolux, Tinder
(Match.com), DJI Technology, Huawei and Spotify make use of
relationship marketing theory in order to gain competitive
advantage. Marketing Management: A Relationship Approach is
invaluable reading for undergraduates studying marketing management
in their final year or at postgraduate level and for practitioners
and those studying for professional qualifications in marketing
management.
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