Marketing Management: A Relationship Approach (4th Edition) – eBook

This ebook, Marketing Management: A Relationship Approach, 4th Edition (PDF) takes the unique and innovative approach of linking relationship marketing to the traditional market planning models most marketers use today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company’s suppliers, stakeholders, customers, and personnel have become increasingly vital in today’s business environment.

Now in its fourth 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 by the use of the newest technology. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Tinder (Match.com), DJI Technology, Electrolux, Huawei, and Spotify make use of relationship marketing theory in order to gain competitive advantage.

Hollensen’s Marketing Management: A Relationship Approach, 4E, is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and for practitioners and those studying for professional qualifications in marketing management.

978-1292291444, 978-1292294186, 9781292301426, 1292301422, 978-1292301426, 9781292351445, 1292351446, 978-1292351445

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NOTE: This sale only includes the ebook Marketing Management 4th Edition in PDF format. No access codes are included.