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Marketing management: a relationship approach: vol.1/ by Sven Hollensen.

By: Material type: TextTextPublication details: London: Financial Times/Prentice Hall, 2004.Description: xxvi, 787p.; ill.; 25cmISBN:
  • 140581019X
  • 9780273643784
Subject(s): DDC classification:
  • 658.8 HOL
Contents:
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.
Holdings
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.

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