Marketing: A relationship perspective

Svend Hollensen*, Marc Oliver Opresnik

*Corresponding author for this work

Research output: Book/reportMonographEducationpeer-review

Abstract

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.

Original languageEnglish
PublisherWorld Scientific
Edition2.
Number of pages502
ISBN (Print)9781944659622
ISBN (Electronic)9781944659639
Publication statusPublished - 10. May 2019

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