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Viser: Marketing Management - A Relationship Approach

Marketing Management - A Relationship Approach, 3. udgave

Marketing Management

A Relationship Approach
Svend Hollensen
(2014)
Sprog: Engelsk
Pearson Education, Limited
699,00 kr. 629,10 kr.
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Detaljer om varen

  • 3. Udgave
  • Hardback: 720 sider
  • Udgiver: Pearson Education, Limited (Oktober 2014)
  • ISBN: 9780273778851
Marketing Management: A Relationship Approach, Third Edition, takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company's customers, suppliers, stakeholders and personnel has become increasingly vital in today's business environment. Now in its third edition, this best-selling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Zalando, Spotify, Bosch and Hunter Boots make use of relationship marketing theory in order to gain competitive advantage.New to this edition: * Focus on hot topics such as customer value creation & value capture, experiential marketing, on-line business models, smartphone marketing and social media marketing, plus a chapter on corporate social responsibility, ensure coverage of the latest and most relevant issues in marketing management. * New case studies in every chapter plus video cases, available on the Companion Website at www.pearsoned.co.uk/hollensen, and linked to each part of the book bring the subject matter vividly to life. * Striking colour design adds visual interest and helps to illustrate and emphasize key points and concepts. Marketing Management: A Relationship Approach is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and to practitioners and those studying for professional qualifications in marketing management. About the author Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.His other Pearson Education books include - among others - Global Marketing, Sixth Edition, also published in 2014.
Contents Guided tour Preface About the author Author''s acknowledgements Publisher''s acknowledgements 1 Introduction
1.1 Introduction
1.2 The marketing management process
1.3 The traditional (transactional) marketing (TM) concept versus the relationship marketing (RM) concept
1.4 Balancing the transactional and relationship concepts throughout the book
1.5 How the RM concept influences the traditional marketing concept
1.6 Different organisational forms of RM
1.7 Summary Case study
1.1 Hunter Boot Ltd: the iconic British brand is moving into exclusive fashions Questions for discussion References
PART I ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL)
Part 1 Video case study Tata Nano: competitiveness of the world''s cheapest car Introduction to
Part I 2 Identification of the firm''s core competences Learning objectives
2.1 Introduction
2.2 Roots of competitive advantage
2.3 The resource-based view (RBV) Exhibit
2.1 Honda''s competences in small engines
2.4 Market orientation view (MOV) compared to the resource-based view
2.5 The value chain-based view (VBV) Exhibit
2.2 Nike''s value chain Exhibit
2.3 The value chain of Acme Axles, Inc.
2.6 Value shop and the ''service value chain''
2.7 Internationalising the value chain
2.8 The virtual value chain
2.9 Experimental marketing Exhibit
2.4 Ikea''s use of AR
2.10 Summary Case study
2.1 Zalando: how can the online apparel retailer turn financial losses into positive profits? Questions for discussion References 3 Development of the firm''s competitive advantage Learning objectives
3.1 Introduction
3.2 General sources of competitive advantage
3.3 Introduction of a holistic model of competitiveness: from macro to micro level
3.4 Analysis of national competitiveness (the Porter diamond)
3.5 Competition analysis in an industry
3.6 Value chain analysis
3.7 Blue ocean strategy and value innovation Exhibit
3.1 Value innovation at hotel chain Formule 1
3.8 Outsourcing - a strategic decision framework based on customers'' evaluation Exhibit
3.2 Sony, an outsourcing company
3.9 Summary Case study
3.1 Nintendo Wii: Nintendo''s Wii took first place on the world market - but it didn''t last Questions for discussion References
PART II ASSESSING THE EXTERNAL MARKETING SITUATION
Part II Video case study Müller: Müller yoghurts are penetrating the US market Introduction to
Part II 4 Customer behaviour Learning objectives
4.1 Introduction
4.2 Consumer B2C decision making
4.3 Influences on consumers'' decision making Exhibit
4.1 Example of loyalty: store loyalty versus brand loyalty Exhibit
4.2 Brand-switching strategy in times of recession - the case of Skoda Superb
4.4 Organisational B2B decision making
4.5 Influences on the buying process
4.6 Customer-perceived value and customer satisfaction
4.7 Customisation - tailoring the offer to the individual customer
4.8 Summary Case study
4.1 Spotify: the online music-streaming company is expanding globally Questions for discussion References 5 Competitor analysis and intelligence Learning objectives
5.1 Introduction
5.2 Who are our competitors?
5.3 How are the competitors interacting? Exhibit
5.1 McDonald''s and Burger King in an asymmetric interaction
5.4 How do we learn about our competitors?
5.5 What are the strengths and weaknesses of our competitors?
5.6 Market commonality and resource commonality
5.7 What are the objectives and strategies of our competitors?
5.8 What are the response patterns of our competitors? Exhibit
5.2 Role play in CI as a predictor of competitive behaviour
5.9 Six steps to competitor analysis
5.10 How can we set up an organisation for competitor analysis and CI? Exhibit
5.3 Counterintelligence done by Johnson Controls against Honeywell
5.11 Summary Case study
5.1 Cereal Partners Worldwide (CPW): the number two world player is challenging the number one - Kellogg Questions for discussion References 6 Analysing relationships in the value chain Learning objectives
6.1 Introduction Exhibit
6.1 Value chain of Braun (Oral-B)
6.2 The value net Exhibit
6.2 Value net of Braun (Oral-B)
6.3 Relationships with customers Exhibit
6.3 Speedo''s relations with its retailers
6.4 Relationships with suppliers
6.5 Relationships with complementors/partners Exhibit
6.4 Irn-Bru''s distributor alliance (Y coalition) with Pepsi Bottling Group (PBG) in Russia
6.6 Relationships with competitors Exhibit
6.5 Value net - cooperation/competition between competitors within each airline alliance. The three alliances are competing against each other
6.7 Internal marketing (IM) relationships
6.8 Summary Case study
6.1 ARM: challenging Intel in the world market of computer chips Questions for discussion References
PART III DEVELOPING MARKETING STRATEGIES
Part III Video case study Nivea: segmentation of the sun-care market Introduction to
Part III 7 SWOT analysis, strategic marketing planning and portfolio analysis Learning objectives
7.1 Introduction
7.2 Corporate mission
7.3 SWOT analysis
7.4 Corporate objectives
7.5 Corporate growth strategy
7.6 SBU marketing strategy/portfolio analysis
7.7 Introduction to portfolio models
7.8 The Boston Consulting Group''s growth-share matrix - the BCG model
7.9 General Electric market attractiveness - business position matrix (GE matrix)
7.10 International portfolio analysis
7.11 Portfolio analysis of supplier relationships
7.12 Summary Case study
7.1 Red Bull: the global market leader in energy drinks is considering further market expansion Questions for discussion References 8 Segmentation, targeting, positioning and competitive strategies Learning objectives
8.1 Introduction Exhibit
8.1 Segmentation in the pet food market
8.2 Segmentation in the B2C market Exhibit
8.2 Segmentation in work (salty snacks in the workplace)
8.3 Segmentation in the B2B market
8.4 Target marketing
8.5 Positioning Exhibit
8.3 Björn Borg''s brand positioning and business modelling in the international apparel market
8.6 Generic competitive strategies Exhibit
8.4 Good-enough markets in China - the case of Duracell batteries
8.7 Offensive and defensive competitive strategies
8.8 Summary Case study
8.1 LEGO Friends: the world''s third largest toy manufacturer is moving into the girls'' domain Questions for discussion References 9 CSR strategy and the sustainable global value chain Learning objectives
9.1 Introduction
9.2 Different levels of ethical behaviour
9.3 Social marketing as
part of CSR
9.4 Cause-related marketing Exhibit
9.1 Examples of cause marketing campaigns
9.5 Identification of stakeholders in CSR
9.6 Drivers of CSR
9.7 The sustainable global value chain (SGVC)
9.8 CSR and international competitiveness
9.9 Poverty (BOP market) as a ''market'' opportunity Exhibit
9.2 Grameen Danone Foods opens plant in Bangladesh
9.10 The ''green'' market as a business opportunity Exhibit
9.3 Unilever''s introduction of ''Comfort One Rinse'' saves water
9.11 Summary Case study
9.1 YouthAIDS: social marketing in a private, non-profit organisation Questions for discussion References
PART IV DEVELOPING MARKETING PROGRAMMES
Part IV Video case study Tequila Avión: a premium tequila is introduced 10 Establishing, developing and managing buyer-seller relationships Learning objectives
10.1 Introduction
10.2 Building buyer-seller relationships in B2B markets
10.3 Relationship quality
10.4 Building buyer-seller relationships in B2C markets Exhibit
10.1 Husqvarna''s consumer wheel Exhibit
10.2 Employee commitment drives value at Southwest Airlines
10.5 Managing loyalty Exhibit
10.3 Developing service loyalty at Volkswagen Exhibit
10.4 Best Buy''s approach to loyalty, compared to competitor Circuit City
10.6 The CRM path to long-term customer loyalty and advocacy
10.7 Key account management (KAM)
10.8 Summary Case study
10.1 Dassault Falcon: the private business jet, Falcon, is navigating in the global corporate business sector Questions for discussion References 11 Product and service decisions Learning objectives
11.1 Introduction
11.2 The components of the product offer
11.3 Service strategies
11.4 New produ
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