Marketing management a relationship approach 3rd Edition by Svend Hollensen ISBN 0273778854 9780273778851 by Hollensen, Svend 9780273778851, 9780273778882, 9780273794851, 9782014020014, 0273778854, 0273778889, 027379485X, 2014020019 instant download after payment.

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Product details:

ISBN 10: 0273778854 
ISBN 13: 9780273778851
Author: Svend Hollensen

Marketing management a relationship approach 3rd Table of contents:

Chapter 1: Introduction

• 1.1 Introduction

• 1.2 The Marketing Management Process

• 1.3 The Traditional (Transactional) Marketing Concept vs. the Relationship Marketing Concept

• 1.4 Balancing the Transactional and Relationship Concepts Throughout the Book

• 1.5 How the RM (Relationship Marketing) 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)
Chapter 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)

• 2.4 Market Orientation View (MOV) compared to the Resource-Based View

• 2.5 The Value Chain-Based View (VBV)

• 2.6 The Value Shop and the “Service Value Chain”

• 2.7 Internationalising the Value Chain

• 2.8 The Virtual Value Chain

• 2.9 Experimental Marketing

• 2.10 Summary

• Case Study 2.1 Zalando: how can the online apparel retailer turn financial losses into positive profits?

• Questions for Discussion

• References

Chapter 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 Competitive Analysis in an Industry

• 3.6 Value Chain Analysis

• 3.7 Blue Ocean Strategy and Value Innovation

• 3.8 Outsourcing – a Strategic Decision Framework based on Customers’ Evaluation

• 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
Chapter 4: Customer Behaviour

• Learning Objectives

• 4.1 Introduction

• 4.2 Consumer B2C Decision Making

• 4.3 Influences on Consumers’ Decision Making

• 4.4 Organisational B2B Decision Making

• 4.5 Influences on the Buying Process

• 4.6 Customer-Perceived Value and Relationship Marketing

• Summary & Case Study & Questions

• References
  Chapter 5: Competitor Analysis and Intelligence
  Chapter 6: Analysing Relationships in the Value Chain

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