Description
Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien:“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 analyses 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.
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
