Marketing Management: A Relationship Approach

Paperback. Pub Date :2009-12-10 Pages: 696 Language: English Publisher: Financial Times Prentice ... Marketing Management: A Relationship Approach. 2e takes the unique approach of linking relationship marketing to the traditional market planning models which are used by most marketers today. As globalisation continues. the need for creating and maintaining relationships between customers. suppliers and stakeholders. and personnel has become increasingly important in todays business environment. Now in its second edition. this bestselling text bridges the gap between relationship marketing and traditional marketing. integrating this approach with the process of developing effective marketing plans. Drawing from an extensive range of international examples. Hollensen demonstrates how companies such as Ryanair. Harley Davidson. Red Bull and Lindt make use of relationship market...