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.
PowerPoint slides are available for all instructors who adopt this book as a course text.
Sample Chapter(s)
Preface to the Second Edition
1. Fundamentals of Relationship Marketing
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Contents:
- Preface to the Second Edition
- Fundamentals of Relationship Marketing
- Situational Analysis in the Marketing Planning Process
- Strategy Formulation in the Marketing Planning Process
- Marketing Mix in the Marketing Planning Process
- Implementation and Controlling in the Marketing Planning Process
- References
- About the Authors
- Subject and Companies Index
Readership: Students and professionals in the field of marketing and customer relationship management.
"Marketing: A Relationship Perspective is an excellent foundation text and an ideal basis for a marketing course of one semester. The authors write in a lively style with a great deal of up-to-date examples. The well-researched and innovative content brings marketing theory to life."
Neil Selby
Former International Director, Saïd Business School, Oxford University
"The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for marketing students and young professionals everywhere."
Christoph Schweizer
Chief Marketing Officer, Drägerwerk AG & Co. KGaA
"Marketing: A Relationship Perspective is an exciting textbook that provides a concise introduction to the theory and practice of marketing in the 21st century organized around an innovative customer relationship perspective. Perfectly suited to students of one semester marketing courses, this invaluable source of knowledge presents a solid grounding in the fundamentals of contemporary marketing, in a clear, lively, practical and straightforward style. Highly recommended to marketing students, educators and marketing managers everywhere."
Prof. Dr Marko Sarstedt
Chair of Marketing, Otto-von-Guericke University Magdeburg
Svend Hollensen is an Associate Professor of International Marketing at University of Southern Denmark (Sønderborg), and a Visiting Professor at London Metropolitan University. He is the author of globally published textbooks, including the bestseller Global Marketing, 6th edition, which was published in 2014 and is No. 1 in sales outside the United States, and No. 2 worldwide (in the 'International Marketing' textbooks segment). Indian and Spanish editions have also been developed in cooperation with co-authors. It has also been translated into Chinese, Russian, Spanish, and Dutch. His Marketing Management, 3rd edition, was published in 2015, including an Arabic edition published in the same year. Professor Hollensen has also published articles in well-recognized international journals such as Marketing Intelligence & Planning, Global Business Review, International Journal of Business Performance Management, Journal of Brand Strategy, and Journal of Business Strategy. Through his company, Hollensen ApS (CVR 25548299), Professor Hollensen has also worked as a business consultant for several multinational companies, as well as global organizations such as the World Bank.
Professor Dr Marc Oliver Opresnik is a Professor of Marketing and Management, and Member of the Board of Directors at SGMI St. Gallen Management Institute, a leading international business school. He is also a Professor of Business Administration, in particular Marketing, at Luebeck University of Applied Sciences, as well as a Visiting Professor to international universities. He has 10 years of experience working in senior management and marketing positions for Shell International Petroleum Co. Ltd. Prof. Dr Opresnik is the author of numerous articles and books. Along with Kevin Keller and Philip Kotler, the world's most renowned marketing professor, he is the co-author of the German edition of Marketing Management, frequently touted as the "bible" of marketing. He is also co-editor and member of the editorial board of several international journals, such as Transnational Marketing and The Journal of Futurecast in Marketing and Management. He was appointed Senior Executive Vice President Education and Chief Research Officer at Kotler Impact Inc., the internationally operating company of Philip Kotler. As President of his consulting firm, Opresnik Management Consulting (www.opresnik-management consulting.de), Prof. Dr Opresnik works as a coach, keynote speaker, and consultant for numerous institutions, governments, and international corporations, including Google, Coca-Cola, McDonald's, Dräger, RWE, SAP, Porsche, Audi, VW, Shell International Petroleum Co Ltd., Procter&Gamble, Unilever, L'Oréal, Bayer, BASF, and adidas. More than 100,000 people have benefited professionally and personally from his impulses, and experienced him as a coach in seminars on marketing, sales, and negotiation, and as a speaker at conferences all over the world including locations like St. Gallen, Davos, St. Moritz, Berlin, Houston, Moscow, London, Paris, Dubai, and Tokyo. With his many years of international experience as a trainer, author, keynote speaker, and consultant, Prof. Dr Marc Opresnik is one of the most renowned marketing, management, and negotiation experts.
