Book Cover
Author Hollensen, Svend, author

Title Marketing : a relationship perspective / by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D
Edition Second edition
Published München : Verlag Franz Vahlen, [2015]
Online access available from:
ProQuest Ebook Central (owned titles)    View Resource Record  


Description 1 online resource : illustrations (some color)
polychrome rdacc
Contents Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process
2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; Relationships with Suppliers Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; Relationships with Competitors; Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary
3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences
3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels
Summary Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "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 analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach
Bibliography Includes bibliographical references and index
Notes Online resource; title from PDF title page (Ebsco, viewed June 25 2015)
Subject Relationship marketing.
Marketing -- Management.
Form Electronic book
Author Opresnik, Marc O. (Marc Oliver), 1969- author
ISBN 9783800649297 (electronic bk)
3800649292 (electronic bk)