Marketing Management‎:‎ A Relationship Approach‎,‎ Third Edition‎,‎ 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.‎ Now in its third 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.‎ Drawing on a varied and extensive range of international examples‎,‎ Hollensen demonstrates how companies such as Zalando‎,‎ Spotify‎,‎ Bosch and Hunter Boots make use of relationship marketing theory in order to gain competitive advantage‎.‎New to this edition‎:‎ * Focus on hot topics such as customer value creation & value capture‎,‎ experiential marketing‎,‎ on‎-line business models‎,‎ smartphone marketing and social media marketing‎,‎ plus a chapter on corporate social responsibility‎,‎ ensure coverage of the latest and most relevant issues in marketing management‎.‎ * New case studies in every chapter plus video cases‎,‎ available on the Companion Website at www‎.‎pearsoned‎.‎co‎.‎uk/hollensen‎,‎ and linked to each part of the book bring the subject matter vividly to life‎.‎ * Striking colour design adds visual interest and helps to illustrate and emphasize key points and concepts‎.‎ Marketing Management‎:‎ A Relationship Approach is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and to practitioners and those studying for professional qualifications in marketing management‎.‎ About the author Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations‎.‎His other Pearson Education books include ‎- among others ‎- Global Marketing‎,‎ Sixth Edition‎,‎ also published in 2014‎.‎

• Author‎:‎ Svend Hollensen
• Publisher‎:‎ Pearson
• ISBN‎:‎ 9780273778851