Marketing A Relationship Perspective Second Edition
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Marketing A Relationship Perspective Second Edition
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Author : Svend Hollensen
language : en
Publisher: World Scientific
Release Date : 2019-03-15
Marketing A Relationship Perspective Second Edition written by Svend Hollensen and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-15 with Business & Economics categories.
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.
Marketing
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Author : Svend Hollensen
language : en
Publisher: Vahlen
Release Date : 2015-06-23
Marketing written by Svend Hollensen and has been published by Vahlen this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-23 with Business & Economics categories.
Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: “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 analyses 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.
Marketing Channels
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Author : Lou E. Pelton
language : en
Publisher: Irwin Professional Publishing
Release Date : 1997-01
Marketing Channels written by Lou E. Pelton and has been published by Irwin Professional Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-01 with Marketing channels categories.
This text uses the relationship marketing perspective. A Channels Relationship Model (CRM) has been created by the authors which is the guiding framework for the book. It includes: coverage of global and ethical issues; cases, including S.C. Johnson & Son Limited, Procter & Gamble Co, Ito-Yokado Company, Norsk Kjem A/S, Sony Corporation and Nike, Inc; readings which bridge the theory with real-world applications; profiles of practitioners in a variety of channel roles including franchising, logistics, retail distribution and wholesaling; and key terms, chapter summaries, open-ended questions and review questions.
Service Management And Marketing
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Author : Christian Grönroos
language : en
Publisher: Jossey-Bass
Release Date : 1990
Service Management And Marketing written by Christian Grönroos and has been published by Jossey-Bass this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Business & Economics categories.
Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented management and analyzes the impact that service- dominated competition has had and will continue to have on management thinking and decision making. He includes practical advice on how to cope with specific situations relative to the consumptive process. Annotation copyrighted by Book News, Inc., Portland, OR
Strategic Market Relationships
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Author : Bill Donaldson
language : en
Publisher: John Wiley & Sons
Release Date : 2007-05-21
Strategic Market Relationships written by Bill Donaldson and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-05-21 with Business & Economics categories.
The book develops the student's understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organization.
Customer Relationship Marketing
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Author : Merlin Stone
language : en
Publisher: Kogan Page Publishers
Release Date : 2000
Customer Relationship Marketing written by Merlin Stone and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.
Handbook Of Relationship Marketing
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Author : Atul Parvatiyar
language : en
Publisher: SAGE Publications
Release Date : 1999-12-22
Handbook Of Relationship Marketing written by Atul Parvatiyar and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-12-22 with Business & Economics categories.
As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the `core' of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach is eclectic, including a broad coverage of topics, diverse theoretical and conceptual paradigms, and global viewpoints.
Strategic Marketing Making Decisions For Strategic Advantage Second Edition
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Author : Sahaf, Musadiq A.
language : en
Publisher: PHI Learning Pvt. Ltd.
Release Date : 2019-07-01
Strategic Marketing Making Decisions For Strategic Advantage Second Edition written by Sahaf, Musadiq A. and has been published by PHI Learning Pvt. Ltd. this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-01 with Business & Economics categories.
This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a harmonious blend of theoretical aspects and real-world applications, the book presents the framework that governs a firm's strategic decisions in the area of marketing. Divided into five parts, the text attempts to provide an explanation and critical analysis of the core concepts that have driven the growth and development of the subject for decades. At the same time, emerging concepts that would shape the scope of the subject have also been highlighted. The book is specifically written for the students who pursue academic and professional programmes in marketing, management and business studies. KEY FEATURES • Provides case studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory. • Comprises glossary of terms in addition to chapter-end summary, exercises and references. • Emphasizes self-study approach by explaining complex issues in a simple and student-friendly manner. NEW TO THE SECOND EDITION • Entirely revamped and updated to make the book an effective teaching and learning resource. • New chapters on ‘Service Marketing Strategies’, ‘Global Marketing Strategies’ and ‘Internal Marketing: A Tool for Implementation’. • Inclusion of several new sections throughout the text as per the latest development in the field. TARGET AUDIENCE • Marketing MBA • (Specialisation–Marketing)
Strategic Customer Management
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Author : Adrian Payne
language : en
Publisher: Cambridge University Press
Release Date : 2013-03-28
Strategic Customer Management written by Adrian Payne and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-28 with Business & Economics categories.
Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.
History Of Marketing Science The Second Edition
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Author : Russell S Winer
language : en
Publisher: World Scientific
Release Date : 2023-06-16
History Of Marketing Science The Second Edition written by Russell S Winer and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-16 with Business & Economics categories.
The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.