Business Finance: Marketing Management - A Relationship O41046044 Distribution Details

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Marketing Management

A clear structure built around the marketing planning process, helping you to focus on this key area of the discipline
How to build a marketing plan and estimate the financial consequences in the form of the marketing budget, keeping you up to date with the most important elements of a business
How to create competitive advantages through developing relationships and networks with other companies, enabling students to be prepared for real business decisions.
How to develop relationships between international buyers and sellers who differ in nationality or cultural background, reflecting the diversity of the subject

Author: Svend Hollensen
Publishing Date: Mar 2010
Binding: Paperback
Pages: 696 Pages

Marketing Management - A Relationship Approach 2nd Edition

Business Finance: Marketing Management - A Relationship O41046044 Distribution Details

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 Financial Times Prentice Hall books include, among other - Global Marketing (5th edition published in 2010) http://www.dropshippers.co.za/

Brief contents

Guided tour

http://www.dropshippers.co.za/

Preface

About the author http://www.dropshippers.co.za/

Acknowledgements

Publisher’s acknowledgements http://www.dropshippers.co.za/

1 Introduction

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Part I

ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 2 Identification of the firm’s core competences 3 Development of the firm’s competitive advantage http://www.dropshippers.co.za/

Part II

ASSESSING THE EXTERNAL MARKETING SITUATION http://www.dropshippers.co.za/

4 Customer behaviour 5 Competitor analysis and intelligence 6 Analysing relationships in the value chain

http://www.dropshippers.co.za/

Part III

DEVELOPING MARKETING STRATEGIES http://www.dropshippers.co.za/

7 SWOT analysis, strategic marketing planning and portfolio analysis 8 Segmentation, targeting, positioning and competitive strategies 9 CSR strategy and the sustainable global value chain

http://www.dropshippers.co.za/

Part IV

DEVELOPING MARKETING PROGRAMMES http://www.dropshippers.co.za/

10 Establishing, developing and managing buyer-seller relationships 11 Product and service decisions 12 Pricing decisions 13 Distribution decisions 14 Communication decisions

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Part V

ORGANISING, IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT http://www.dropshippers.co.za/

15 Organising and implementing the marketing plan 16 Budgeting and controlling
Appendix: Market research and decision support system

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Glossary

Index http://www.dropshippers.co.za/

ACCA - F9 Financial

.. accounts receivable accounts payable cash, Determining working capital needs funding strategies..

Key Management Ratios

..brand and new two-colour internals make it more readable and visually appealing. Key Management..

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