Hollensen, Svend <br/><br/>
Marketing management :  a relationship approach/ 
Svend Hollensen 
 - 4th.ed. 
 - Amsterdam :  Pearson.,  c2019 
 - xxix,696p.:  ill. (some col.).  28cm. 
<br/><br/>Includes references and index 
<br/><br/>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 
<br/><br/><br/>eng. 
<br/><br/><label>ISBN: </label>9781292291444  TZs.211,920/= 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing Management<br/>Marketing Relations<br/>Relationship Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8 HOL