Marketing: A Relationship Perspective (Second Edition)
- ISBN-10
- 1944659641
- ISBN-13
- 9781944659646
- Series
- Marketing
- Category
- Business & Economics
- Pages
- 520
- Language
- English
- Published
- 2019-03-15
- Publisher
- World Scientific
- Authors
- Hollensen Svend, Opresnik Marc Oliver
Description
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.
Get the book
Other editions
Similar books
-
Taxation for Decision Makers, Binder Ready Version
By Shirley Dennis-Escoffier, Karen A. Fortin[LO 8.2] The Timberlake Corporation has an opportunity to sell its manufacturing facility to Carroll Corporation for $4,500,000. The property has a basis of ...
-
Taxation for Decision Makers, 2019 Edition
By Shirley Dennis-Escoffier, Karen A. Fortin[LO 9.2] The Timberlake Corporation has an opportunity to sell its manufacturing facility to Carroll Corporation for $4,500,000. The property has a basis of ...
-
Taxation for Decision Makers, 2020
By Shirley Dennis-Escoffier, Karen A. Fortin[LO 9.2] The Timberlake Corporation has an opportunity to sell its manufacturing facility to Carroll Corporation for $4,500,000. The property has a basis of ...
-
Keeping House in Lusaka
By Karen Tranberg Hansen1934. Memorandum on the Native Tribes and Tribal Areas of Northern Rhodesia . Lusaka : Government Printer . Timberlake , Michael , ed . 1985.
-
Encyclopedia of Community: From the Village to the Virtual World
By DAVID LEVINSON, KAREN CHRISTENSENTimberlake, L. (1987). Only one Earth. London: BBC Books: Earthscan. Tinker, I. (1987). Street foods: Testing assumptions about informal sector by women and ...
-
Taxation for Decision Makers 2006
By Shirley Dennis-Escoffier, Karen FortinThe Timberlake Corporation has an opportunity to sell its manufacturing facility to Carroll Corporation for $ 4,500,000 . The property has a basis of ...
-
Handbook of Organizational Performance: Behavior Analysis and Management
By William K Redmon, Thomas C Mawhinney, Carl Merle JohnsonTimberlake (1980, 1984) promulgated a behavioral-regulation analysis of learned performance that emphasizes the importance of behavioral.
-
Money and the Rule of Law: Generality and Predictability in Monetary Institutions
By Peter J. Boettke, Alexander William Salter, Daniel J. Smith190; Timberlake 1993, pp. 356–357). By increasing fiscal expenditures, President Carter may have successfully cornered the Fed into delaying tighter ...
-
Economic Politics: The Costs of Democracy
By William R. Keech, William R Keech( Timberlake , 1993 , p . 4 ) The same was true of the second Bank of the United States , which was chartered in 1816. However , under the leadership of ...
-
Handbook of Organizational Performance: Behavior Analysis and Management
By William K Redmon, Thomas C Mawhinney, Carl Merle JohnsonSchlinger, H. and Blakely, E. (1987). Function-altering effects of ... Timberlake, W. and Allison, J. (1974). Response deprivation: An empirical 48 HANDBOOK ...