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You searched Book & Serials - Bib ID: 153166
DC Call No. 658.8 H737M 2015
ISBN 9780273778851 (pbk.)
Author Hollensen, Svend
Title Marketing management : a relationship approach / Svend Hollensen.
Edition 3rd ed.
Imprint Harlow, England : Pearson Education, 2015.
Physical Description xxxv, 683 p. : ill., charts.
Content Note Identification of the firm’s core competences -- Development of the firm’s competitive advantage -- Customer behaviour -- Competitor analysis and intelligence -- Analysing relationships in the value chain -- SWOT analysis, strategic marketing planning and portfolio analysis -- Segmentation, targeting, positioning and competitive strategies -- CSR strategy and the sustainable global value chain -- Establishing, developing and managing buyer–seller relationships -- Product and service decisions -- Pricing decisions -- Distribution decisions -- Communication decisions -- Organising and implementing the marketing plan -- Budgeting and controlling -- Appendix: Market research and decision support system.
Subject Relationship marketing
Subject Marketing -- Management
Subject Relationship marketing -- Case studies
Extended Info Summary
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Call Number 658.8 H737M 2015
Location CL_General Book
Copy 1
Status Available
Item Number 1000184207

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