Marketing Management

About this book

Marketing Management: A Relationship Approach, Fourth Edition, 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. Therefore, the main theme of this edition is how to build and retain B2B and B2C marketing relationships in the value chain, both offline but increasingly also online.