Marketing Management A relationship approach 4th Edition by Svend Hollensen ISBN 1292291443 978-1292291444

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ISBN 10: 1292291443
ISBN 13: 978-1292291444
Author: Svend Hollensen 

This book 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 fourth 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 by the use of the newest technology. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Electrolux, Tinder (Match.com), DJI Technology, Huawei and Spotify make use of relationship marketing theory in order to gain competitive advantage.

Marketing Management: A Relationship Approach is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and for practitioners and those studying for professional qualifications in marketing management.

Marketing Management: A relationship approach 4th Table of contents:

1. Introduction to Relationship Marketing

   • Definition and key principles of relationship marketing.
   • The evolution of marketing from transactional to relational.
   • The role of customer relationship management (CRM) in modern marketing.
   • Strategic importance of building long-term relationships with customers.

2. The Role of Marketing in Building Relationships

   • Understanding customer needs and expectations.
   • The customer lifecycle and its implications for marketing strategies.
   • Personalization and customer engagement.
   • Developing customer loyalty and trust.

3. Market Segmentation, Targeting, and Positioning

   • Methods of market segmentation in relationship marketing.
   • Targeting and positioning strategies for long-term engagement.
   • Creating value propositions that foster strong customer relationships.
   • Differentiation and competitive advantage through relationships.

4. Customer Acquisition and Retention Strategies

   • Strategies for attracting new customers.
   • Retaining existing customers through relationship-building tactics.
   • The cost of customer acquisition versus retention.
   • Techniques for enhancing customer satisfaction and loyalty.

5. Marketing Communications in Relationship Marketing

   • Building two-way communication channels with customers.
   • Using integrated marketing communications (IMC) for relationship development.
   • The role of digital marketing and social media in fostering relationships.
   • Personal communication strategies: email, newsletters, social media, etc.

6. Service Quality and Customer Experience Management

   • The impact of service quality on customer loyalty.
   • Managing customer experience through every touchpoint.
   • Measuring and improving customer satisfaction.
   • The role of customer feedback in improving services and relationships.

7. Relationship Marketing in the Digital Age

   • The influence of digital tools and technologies on relationship marketing.
   • Using data and analytics to understand and improve customer relationships.
   • Social media, mobile marketing, and customer engagement.
   • CRM software and automation for managing customer relationships.

8. Ethical Considerations and Customer Trust

   • Building and maintaining trust in customer relationships.
   • Ethical issues in relationship marketing.
   • Privacy concerns and handling customer data responsibly.
   • Transparency and honesty in customer interactions.

9. Measuring and Evaluating Relationship Marketing Efforts

   • Key performance indicators (KPIs) for relationship marketing.
   • Customer lifetime value (CLV) as a measure of marketing effectiveness.
   • ROI on relationship-building activities.
   • Tools and techniques for monitoring customer engagement.

10. Managing Marketing in a Relationship-Oriented Organization

    • Aligning organizational culture with relationship marketing principles.
    • Involving all departments in relationship marketing efforts (cross-functional collaboration).
    • Training and empowering employees to foster strong customer relationships.
    • Leadership in relationship marketing.

11. Global Perspectives on Relationship Marketing

    • How relationship marketing principles apply across different cultures and regions.
    • Adapting relationship marketing strategies to global markets.
    • Understanding cultural differences and managing cross-cultural relationships.

12. The Future of Relationship Marketing

    • Emerging trends and future directions in relationship marketing.
    • The role of artificial intelligence and automation in relationship management.
    • Sustainability and corporate social responsibility in customer relationships.
    • The increasing importance of personalization and customization in marketing.

13. Conclusion

    • Summary of the key principles of relationship marketing.
    • The ongoing evolution of marketing strategies in a connected world.
    • Recommendations for marketers seeking to build lasting, meaningful relationships with customers.

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