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Marketing management : a relationship approach/ Svend Hollensen

By: Material type: TextTextPublication details: Amsterdam : Pearson., c2019Edition: 4th.edDescription: xxix,696p.: ill. (some col.). 28cmISBN:
  • 9781292291444
Subject(s): DDC classification:
  • 658.8 HOL
Contents:
Chapter 1 Introduction Part I Assessing the competitiveness of the firm (internal) Chapter 2 Identification of the firm’s core competences Chapter 3 Development of the firm’s competitive advantage Part II Assessing the external marketing situation Chapter 4 Customer behaviour Chapter 5 Competitor analysis and intelligence Chapter 6 Analysing relationships in the value chain Part III Developing marketing strategies Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis Chapter 8 Segmentation, targeting, positioning and competitive strategies Chapter 9 CSR strategy and the sustainable global value chain Part IV Developing marketing programmes Chapter 10 Establishing, developing and managing buyer–seller relationships Chapter 11 Product and service decisions Chapter 12 Pricing decisions Chapter 13 Distribution decisions Chapter 14 Communication decisions Part V Organising, implementing and controlling the marketing effort Chapter 15 Organising and implementing the marketing plan Chapter 16 Budgeting and controlling Appendix Market research and decision support system Glossary Index
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Holdings
Item type Current library Home library Call number Copy number Status Barcode
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.8 HOL (Browse shelf(Opens below)) 1 Available 0087680
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.8 HOL (Browse shelf(Opens below)) 2 Available 0087681
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.8 HOL (Browse shelf(Opens below)) 3 Available 0087682
Total holds: 0

Includes references and index

Chapter 1 Introduction Part I Assessing the competitiveness of the firm (internal) Chapter 2 Identification of the firm’s core competences Chapter 3 Development of the firm’s competitive advantage Part II Assessing the external marketing situation Chapter 4 Customer behaviour Chapter 5 Competitor analysis and intelligence Chapter 6 Analysing relationships in the value chain Part III Developing marketing strategies Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis Chapter 8 Segmentation, targeting, positioning and competitive strategies Chapter 9 CSR strategy and the sustainable global value chain Part IV Developing marketing programmes Chapter 10 Establishing, developing and managing buyer–seller relationships Chapter 11 Product and service decisions Chapter 12 Pricing decisions Chapter 13 Distribution decisions Chapter 14 Communication decisions Part V Organising, implementing and controlling the marketing effort Chapter 15 Organising and implementing the marketing plan Chapter 16 Budgeting and controlling Appendix Market research and decision support system Glossary Index

eng.

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