Marketing management: a relationship approach: vol.1/ by Sven Hollensen.
Material type: TextPublication details: London: Financial Times/Prentice Hall, 2004.Description: xxvi, 787p.; ill.; 25cmISBN:- 140581019X
- 9780273643784
- 658.8 HOL
Item type | Current library | Call number | Vol info | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 HOL (Browse shelf(Opens below)) | 1 | Available | 205244 | |||
Long Loan | TUS: Midlands, Main Library Athlone DVD | 658.8 HOL (Browse shelf(Opens below)) | DVD 22 | 1 | Available | 206306 |
Includes bibliographical references and index.
Preface 1. Introduction PART 1: ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 2. Identification of the firms\' core competencies 3. Development of the firm\'s competitive advantages: from a macro (global) to a micro perspective PART 2: ASSESSING THE EXTERNAL MARKETING SITUATION (EXTERNAL) 4. Customer behaviour 5. Competitor analysis/Intelligence (CI) 6. Analysing relationships in the value chain PART 3: DEVELOPING MARKETING STRATEGIES 7. SWOT analysis and the strategic marketing planning 8. Segmentation, targeting, positioning and competitive strategies 9. International marketing strategies 10. E-commerce strategies PART 4: DEVELOPING MARKETING PROGRAMS - DECISION ON THE MARKETING MIX 11. Product and service decisions 12. Pricing decisions 13. Distribution decisions 14. Communication decisions 15. Establishing, developing and managing buyer-seller relationships PART 5: ACTION PLANNING: ORGANIZING AND CONTROLLING THE MARKETING EFFECT 16. Building the Marketing Plan: Organizing and Implementing 17. Budgeting and controlling 18. Ethical and environmental aspects of Marketing.