Marketing: A Relationship Perspective Second Edition - Image 1

£58.85

World Scientific Publishing Company Marketing: A Relationship Perspective Second Edition

Name: Marketing: A Relationship Perspective Second Edition
Brand: World Scientific Publishing Company
Price: 57.23 GBP
Availability: InStock

Management Science

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Description

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.

Product Specifications

Brand: World Scientific Publishing Company
Format: hardcover
ASIN: 1944659625
Category: Books > Subjects > Business, Finance & Law > Management > Management Science
Domain: Amazon UK
Release Date: 20 September 2004
Listed Since: 16 February 2019

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World Scientific Publishing Company Marketing: A Relationship Perspective Second Edition

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