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Tidsskrift
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Bog, 4. edition, 2019
Bog, 3. edition, 2015
Bog, 2. edition, 2010
Details
Description
This book takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company's customers, suppliers, stakeholders and personnel has become increasingly vital in today's business environment.
Content
Latest edition, bogIdentification of the firm's core competences. Development of the firm's competitive advantage. Customer behaviour. Competitor analysis and intelligence. Analysing relationships in the value chain. SWOT analysis, strategic marketing planning, and portfolio analysis. Segmentation, targeting, positioning, and competitive strategies. CSR strategy and the sustainable global value chain. Establishing, developing, and managing buyer-seller relationships. Product and service decisions. Pricing decisions. Distribution decisions. Communication decisions. Organising and implementing the marketing plan. Budgeting and controlling
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