Thalia.de

Marketing

A Relationship Perspective

“This book 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, Oxford University's Saïd Business School



"The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. The 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

Svend Hollensen and Marc Opresnik provide an informative and easily understandable overview of the basics of marketing (...). Learning objectives, summaries and discussion questions offer attentive readers as well as students the opportunity to check their knowledge. At the end of each chapter a case study ensures the practical application of theoretical aspects. Many diagrams and illustrative examples make this book a must-read for practitioners and students alike.

Marketing Review St. Gallen 12/2011



Misleadingly, marketing is often simply regarded as advertising for a product. However, marketing communication is only the visible part of a sound marketing plan, which explores the needs of customers first in order to consequently offer a product which they really want. Apple is an excellent example of a company to create desire which in turn necessitate a relationship with the brand. Against this modern approach of Relationship Marketing, Svend Hollensen and Marc Opresnik, Professor at Lübeck University of Applied Sciences, wrote a book which lively explains the principles of contemporary marketing. The essential aspects of marketing mix, marketing strategy, planning as well as implementation are explained by using actual examples of companies like Nordex, BMW, Deichmann and chocolate manufacturer Alfred Ritter. This brings marketing theory to life.

Financial Times, 5.4.2011



In summary, the book offers a very comprehensive overview of marketing principles written in a clear style and supported by numerous figures and illustrating pictures. In addition, contemporary case studies (…) demonstrate the practical application and benefit. Learning objectives at the beginning of each chapter as well as final self-check questions at the end of each section make the book serve as a valuable educational resource.

transfer Werbeforschung & Praxis, 01/2011



The two authors, Svend Hollensen and Marc Opresnik from Lübeck University of Applied Sciences (...) base their work on the fact that it is instrumental for companies to first maintain the current customer base before targeting new ones. Hollensen and Opresnik demonstrate (...) that this relationship approach does not only applies in B2B markets but also when it comes to consumer goods and services. (...) The book really stands out because of its variety of themes, actuality and because of its practical approach. (...) Every chapter ends with a summary and questions about the appropriate aspects which are well-suited for learning within groups. Compact cases (…) illustrate the context. The book is likeable and a pleasure to read. Marketing practitioners will also value the lively style.

Frankfurter Allgemeine, 13.12.2010, S. 12



Marketing must increasingly be regarded not as a business function but as an integrated approach to corporate management in order to generate a sustainable competitive advantage. Svend Hollensen and Marc Opresnik demonstrate how managers can combine the traditional marketing planning approach with the one of "Relationship Marketing". The marketing professors analyze and describe the key success factors and elements and how to involve them within every stage of the entire marketing planning process. Following the example of Anglo-American text books, the authors write in a lively style with a great deal of up-to-date examples.

Absatzwirtschaft 12/2010

Rezension
'"This book 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, Oxford University's Saïd Business School"The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. The 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
Svend Hollensen and Marc Opresnik provide an informative and easily understandable overview of the basics of marketing (...). Learning objectives, summaries and discussion questions offer attentive readers as well as students the opportunity to check their knowledge. At the end of each chapter a case study ensures the practical application of theoretical aspects. Many diagrams and illustrative examples make this book a must-read for practitioners and students alike.
Marketing Review St. Gallen 12/2011
Misleadingly, marketing is often simply regarded as advertising for a product. However, marketing communication is only the visible part of a sound marketing plan, which explores the needs of customers first in order to consequently offer a product which they really want. Apple is an excellent example of a company to create desire which in turn necessitate a relationship with the brand. Against this modern approach of Relationship Marketing, Svend Hollensen and Marc Opresnik, Professor at Lübeck University of Applied Sciences, wrote a book which lively explains the principles of contemporary marketing. The essential aspects of marketing mix, marketing strategy, planning as well as implementation are explained by using actual examples of companies like Nordex, BMW, Deichmann and chocolate manufacturer Alfred Ritter. This brings marketing theory to life.
Financial Times, 5.4.2011
In summary, the book offers a very comprehensive overview of marketing principles written in a clear style and supported by numerous figures and illustrating pictures. In addition, contemporary case studies (...) demonstrate the practical application and benefit. Learning objectives at the beginning of each chapter as well as final self-check questions at the end of each section make the book serve as a valuable educational resource.
transfer Werbeforschung & Praxis, 01/2011
The two authors, Svend Hollensen and Marc Opresnik from Lübeck University of Applied Sciences (...) base their work on the fact that it is instrumental for companies to first maintain the current customer base before targeting new ones. Hollensen and Opresnik demonstrate (...) that this relationship approach does not only applies in B2B markets but also when it comes to consumer goods and services. (...) The book really stands out because of its variety of themes, actuality and because of its practical approach. (...) Every chapter ends with a summary and questions about the appropriate aspects which are well-suited for learning within groups. Compact cases (...) illustrate the context. The book is likeable and a pleasure to read. Marketing practitioners will also value the lively style.
Frankfurter Allgemeine, 13.12.2010, S. 12
Marketing must increasingly be regarded not as a business function but as an integrated approach to corporate management in order to generate a sustainable competitive advantage. Svend Hollensen and Marc Opresnik demonstrate how managers can combine the traditional marketing planning approach with the one of "Relationship Marketing". The marketing professors analyze and describe the key success factors and elements and how to involve them wit
… weiterlesen
In den Warenkorb
Filialabholung

Versandkostenfrei

Bezahlung bei Abholung

Beschreibung

Produktdetails


Einband Taschenbuch
Seitenzahl 502
Erscheinungsdatum 06.05.2015
Sprache Englisch
ISBN 978-3-8006-4928-0
Verlag Franz Vahlen
Maße (L/B/H) 238/169/38 mm
Gewicht 970
Abbildungen schwarzweisse Abbildungen Diagramme
Auflage 2nd Edition.
Buch (Taschenbuch, Englisch)
39,80
inkl. gesetzl. MwSt.
Sofort lieferbar
Versandkostenfrei
In den Warenkorb
Filialabholung

Versandkostenfrei

Bezahlung bei Abholung

Andere Kunden interessierten sich auch für

  • 45243079
    Fantastic Beasts and Where to Find Them. The Original Screenplay
    von Joanne K. Rowling
    (4)
    Buch
    14,95 bisher 16,99
  • 44725232
    Harry Potter and the Cursed Child - Parts I & II (Special Rehearsal Edition)
    von Joanne K. Rowling
    (34)
    Buch
    19,99
  • 39151356
    Harry Potter: The Complete Collection
    von Joanne K. Rowling
    (3)
    Buch
    48,95 bisher 71,99
  • 42769827
    The Girl on the Train
    von Paula Hawkins
    (1)
    Buch
    7,40
  • 45571862
    ZAYN
    von Zayn
    (3)
    Buch
    17,95 bisher 23,11
  • 30674192
    A Raisin in the Sun
    von Lorraine Hansberry
    (1)
    Buch
    6,80
  • 43564382
    Milk and Honey
    von Rupi Kaur
    Buch
    12,99 bisher 14,99
  • 34910866
    The Life List
    von Lori Nelson Spielman
    (5)
    Buch
    6,99 bisher 9,70
  • 39151343
    Harry Potter 1 and the Philosopher's Stone
    von Joanne K. Rowling
    (1)
    Buch
    7,90
  • 3061941
    A Raisin in the Sun
    von Lorraine Hansberry
    Buch
    6,99
  • 6609307
    Fahrenheit 451
    von Ray Bradbury
    (2)
    Schulbuch
    10,25
  • 42413879
    All the Light We Cannot See
    von Anthony Doerr
    (2)
    Buch
    7,85 bisher 10,49
  • 38930428
    We Were Liars
    von E. Lockhart
    (6)
    Buch
    7,99 bisher 10,49
  • 17345365
    Looking for Alaska
    von John Green
    (2)
    Schulbuch
    10,25
  • 31405171
    Game of Thrones 5-Copy Boxed Set
    von George R. R. Martin
    (5)
    Buch
    25,90 bisher 37,49
  • 44896091
    Born to Run
    von Bruce Springsteen
    Buch
    18,95
  • 43809866
    It Ends with Us
    von Colleen Hoover
    (1)
    Buch
    8,99 bisher 11,50
  • 29974749
    Me Before You
    von Jojo Moyes
    (6)
    Buch
    8,85 bisher 11,80
  • 32901389
    The Hunger Games
    von Suzanne Collins
    (1)
    Schulbuch
    8,99
  • 41783587
    Walking Dead Pop-Up Survival Guide
    von David Hawcock
    Buch
    49,99

Kundenbewertungen


Es wurden noch keine Bewertungen geschrieben.

Wird oft zusammen gekauft

Marketing

Marketing

von Svend Hollensen , Marc Oliver Opresnik

Buch
39,80
+
=
Lexikon des Personalmanagements

Lexikon des Personalmanagements

von Fred G. Becker

Buch
19,00
+
=

für

58,80

inkl. gesetzl. MwSt.

Alle kaufen