Marketing Management: A Relationship Approach takes the unique approach of linking relationship marketing to the traditional market planning models, which are used by most marketers today. The importance of the firm, not only to have good relationships with their customers but also with the other actors in the value net, such as suppliers, competitors, supplementors and the firm's own personnel, and how this, in turn, will develop the firm's competitive advantage, is paramount. This "new" holistic approach to the marketing planning process is illustrated throughout the book with real company examples.
- ISBN10 1322151253
- ISBN13 9781322151250
- Publish Date 1 January 2014 (first published 21 June 2002)
- Publish Status Active
- Out of Print 29 April 2015
- Publish Country US
- Imprint Pearson Education Limited
- Format eBook
- Pages 720
- Language English