Marketing A Relationship Perspective Second Edition
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📒Marketing A Relationship Perspective Second Edition ✍ Hollensen Svend
✏Marketing A Relationship Perspective Second Edition Book Summary : 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.
📒Marketing Principles And Practice A Management Oriented Approach ✍ Svend Hollensen
✏Marketing Principles and Practice A Management Oriented Approach Book Summary : 'Marketing: Principles and Practice' is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses. The aim of this book is to deal with marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. In addition, the book not only integrates all relevant aspects of both strategic and operational marketing but also structures them in such a way, that both practitioners and students acquire a comprehensive and holistic overview, how it all fits together. Consequently, this textbook concentrates on the essential marketing know-how for both, practitioners and students. 'The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for marketing students and young professionals everywhere.' Christoph Schweizer, President Corporate Strategy & Business Development, Drägerwerk AG & Co. KGaA 'Marketing: Principles and Practice is an exciting textbook that provides a concise introduction to the theory and practice of Marketing in the 21st century organized around an innovative customer relationship perspective. Perfectly suited to students of one semester marketing courses, this invaluable source of knowledge presents a solid grounding in the fundamentals of contemporary marketing, in a clear, lively, practical and straightforward style. Highly recommended to marketing students, educators and marketing managers everywhere.' Prof. Dr. Marko Sarstedt, Chair of Marketing, Otto-von-Guericke-Universität Magdeburg, Germany The authors Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
📒Social Media Marketing Breakthroughs In Research And Practice ✍ Management Association, Information Resources
✏Social Media Marketing Breakthroughs in Research and Practice Book Summary : In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased. Social Media Marketing: Breakthroughs in Research and Practice contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing.
📒Strategic Marketing Making Decisions For Strategic Advantage Second Edition ✍ Sahaf, Musadiq A.
✏STRATEGIC MARKETING MAKING DECISIONS FOR STRATEGIC ADVANTAGE SECOND EDITION Book Summary : This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a harmonious blend of theoretical aspects and real-world applications, the book presents the framework that governs a firm's strategic decisions in the area of marketing. Divided into five parts, the text attempts to provide an explanation and critical analysis of the core concepts that have driven the growth and development of the subject for decades. At the same time, emerging concepts that would shape the scope of the subject have also been highlighted. The book is specifically written for the students who pursue academic and professional programmes in marketing, management and business studies. KEY FEATURES • Provides case studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory. • Comprises glossary of terms in addition to chapter-end summary, exercises and references. • Emphasizes self-study approach by explaining complex issues in a simple and student-friendly manner. NEW TO THE SECOND EDITION • Entirely revamped and updated to make the book an effective teaching and learning resource. • New chapters on ‘Service Marketing Strategies’, ‘Global Marketing Strategies’ and ‘Internal Marketing: A Tool for Implementation’. • Inclusion of several new sections throughout the text as per the latest development in the field. TARGET AUDIENCE • Marketing MBA • (Specialisation–Marketing)
📒Principles Of Supply Chain Management Second Edition ✍ Richard E. Crandall
✏Principles of Supply Chain Management Second Edition Book Summary : The second edition of this popular textbook presents a balanced overview of the principles of supply chain management. Going beyond the usual supply chain text, Principles of Supply Chain Management not only details the individual components of the supply chain, but also illustrates how the pieces must come together. To show the logic behind why supply chain management is essential, the text examines how supply chains are evolving, looks ahead to new developments, and provides a balanced look at supply chains with a focus on both the customer side and the supplier side of supply chains. See What’s New in the Second Edition: Expanded coverage of current topics such as e-commerce, risk management, outsourcing and reshoring, sustainability, project management, and data analytics Increased emphasis on how customers are becoming more influential in steering product design Additional coverage of the use of data analytics to evaluate customer preferences and buying patterns A new chapter devoted to logistics and its increasing importance in supply chains Company profiles of organizations with effective supply chains that illustrate the main theme of each chapter A "Hot Topic" for each chapter, providing a description of a critical management issue to stimulate class discussion A complete set of instructor materials for each chapter, including presentation slides, test banks, class exercises, discussion questions, and more From the point of distribution to the final customer, all the way back to the point of origin at the mine or farm, the text provides examples and case histories that illustrate a proven approach for achieving effective supply chain integration. This self-contained resource provides readers with a realistic appraisal of the state of the art in supply chain management and the understanding needed to build and manage effective supply chains in a wide range of industries. Most importantly, it emphasizes the need for building and maintaining collaboration among all members of the supply chain.
📒Relationship Marketing ✍ Thorsten Hennig-Thurau
✏Relationship Marketing Book Summary : The new focus of marketing is to shift away from transactional marketing and towards relationship marketing. Companies are realizing the economic value of stable, long term customer relationships based on a high degree of customer satisfaction, trust commitment and loyalty. The authors provide examples of successful relationship marketing in practice and give an overview of the fundamentals.
✏Handbook of Research in Mobile Business Second Edition Technical Methodological and Social Perspectives Book Summary : "This book collects the latest research advances in the rapidly evolving field of mobile business"--Provided by publisher.
📒Strategic Market Relationships ✍ Bill Donaldson
✏Strategic Market Relationships Book Summary : Strategic Market Relationships, 2nd Edition develops the reader?s understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation. The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published. Most of the existing content will still be there but presented in a new logic. Continues to map relationships from strategy to implementation Text more clearly divided into strategy and implementation parts Continues to focus on close relationships and on the management of relationships Continues with introductory case illustration and end of chapter teaching cases with many new ones All chapter updated with new research since the last publication Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships New chapter on organizing relationships New chapter on people and relationships E-relationship chapter integrated into chapter on communication and dialogue in a relationship New chapter on channel relationships Chapter on relationship performance restructured around costs and value. Ethics and researching relationships expanded in the conclusion chapter
📒Marketing The Basics Second Edition ✍ Karl Moore
✏Marketing The Basics second Edition Book Summary : ‘...a punchy, stripped-down version of what marketing is all about.’ – The Times Higher Education Supplement If you have a product you’re looking to market, or you’re seeking to learn more about the potential of online marketing, Marketing: The Basics tells you everything you need to know about the techniques marketers use to push their product to the ‘tipping point’. The essentials of e-commerce are explored and explained, along side more traditional marketing approaches in this revised and updated new edition. This book: Explains the fundamentals of marketing and useful concepts such as the Long Tail Includes an international range of topical case studies, such as Obama’s presidential campaign, Facebook, and Google Also includes a glossary of terms, guides to further reading and critical questions to assist further thinking and study This lively and user-friendly introduction is perfect for professionals seeking to learn more about subject, and recommended for sixth-form, first-year undergraduate and MBA students.
📒Relationship Marketing ✍ SUPRIYA BISWAS
✏RELATIONSHIP MARKETING Book Summary : The role of relationship marketing in the current business scenario has become significant as maintaining good relationships with various sections of society, especially the customers, is important for achieving organisational objectives. The book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. It has been thoroughly revised and enlarged in the Second Edition and incorporates topics based on emerging concepts of marketing and technology, including relationship parameter in brand identity, service recovery paradox, adversity quotient of relationship managers, impact of social networking on customer relations, as well as applications of cloud and mobile computing in the practice of relationship marketing. Inclusion of new and contemporary case studies from industries—Toyota logo, Removing pain points: How Coco-Colas low-cost solar cooler is helping Coke spread its wing in villages, and Mobile computing in general insurance business, provides a practical orientation to the text and help students to understand concepts of relationship marketing in the context of real-world situation. Apart from these, case assignments have been developed on various dimensions of relationship marketing. Intended as a textbook for the postgraduate students of management, the book is equally useful for relationship managers, executives, and sales and marketing professionals.