000			01775nam a2200229 4500
005			20250709111021.0
020			_a9781292291444 _cTZs.211,920/=
040			_aMUL _beng. _eAACR2
082			_a658.8 HOL
100			_aHollensen, Svend
245			_aMarketing management : _ba relationship approach/ _cSvend Hollensen
250			_a4th.ed.
260			_aAmsterdam : _bPearson., _cc2019
300			_axxix,696p.: _bill. (some col.). _c28cm.
504			_aIncludes references and index
505			_aChapter 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
546			_aeng.
650			_aMarketing Management
650			_aMarketing Relations
650			_aRelationship Marketing
942			_cBK
999			_c11043 _d11043