This Valuepack consists of Marketing Management: A Relationship Approach, 1/e by Hollensen (ISBN: 9780273643784) and Marketing in Practice Case Studies DVD: Volume 1, 1/e (ISBN: 9780273681915)
Marketing Management: A Relationship Approach takes the unique approach of linking relationship marketing to the traditional market planning models, which are used by most marketers today. The importance of the firm, not only to have good relationships with their customers but also with the other actors in the value net, such as suppliers, competitors, supplementors and the firm's own personnel, and how this, in turn, will develop the firm's competitive advantage, is paramount. This "new" holistic approach to the marketing planning process is illustrated throughout the book with real company examples.Key features of the text include:
Svend Hollensen is an Associate Professor at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations.
Marketing Management: A Relationship Approach will be invaluable for undergraduates studying marketing management in their final year or at postgraduate level, but will also be invaluable to practitioners and to those studying for professional or inter-corporate qualifications.