TY  - BOOK
AU  - Hollensen, Svend
TI  - Marketing Management: A Relationship Approach
SN  - 9780273706830
U1  - 658.8 
PY  - 2010///
CY  - USA
PB  - Pearson Education
KW  - Marketing
N1  - Guided tour Preface About the author Acknowledgements Publisher’s acknowledgements 1          Introduction Part I         ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 2          Identification of the firm’s core competences 3          Development of the firm’s competitive advantage Part II       ASSESSING THE EXTERNAL MARKETING SITUATION 4          Customer behaviour 5          Competitor analysis and intelligence 6          Analysing relationships in the value chain Part III      DEVELOPING MARKETING STRATEGIES 7          SWOT analysis, strategic marketing planning and portfolio analysis 8          Segmentation, targeting, positioning and competitive strategies 9          CSR strategy and the sustainable global value chain Part IV      DEVELOPING MARKETING PROGRAMMES 10        Establishing, developing and managing buyer-seller relationships 11        Product and service decisions 12        Pricing decisions 13        Distribution decisions 14        Communication decisions Part V       ORGANISING, IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT 15        Organising and implementing the marketing plan 16        Budgeting and controlling Appendix: Market research and decision support system Glossary Index
ER  -