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. Readership: Students and professionals in the field of marketing and customer relationship management.

MARKETING: A RELATIONSHIP PERSPECTIVE (SECOND EDITION)

Business & Money

Svend Hollensen

Marc Oliver Opresnik

Marketing & Sales

World Scientific US

See the best price to sell, buy, or rent books by Marc Oliver Opresnik. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Marc Oliver Opresnik

See the best price to sell, buy, or rent books by Marc Oliver Opresnik. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

MARKETING: A RELATIONSHIP PERSPECTIVE (SECOND EDITION)