Marketing Management

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Pearson books include – among others – Global Marketing, Seventh Edition, published in 2017.

• Chapter 1 Introduction Part I Assessing the competitiveness of the firm (internal) Chapter 2 Identification of the firm’s core competences Chapter 3 Development of the firm’s competitive advantage Part II Assessing the external marketing situation Chapter 4 Customer behaviour Chapter 5 Competitor analysis and intelligenceChapter 6 Analysing relationships in the value chain Part III Developing marketing strategies Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis Chapter 8 Segmentation, targeting, positioning and competitive strategiesChapter 9 CSR strategy and the sustainable global value chainPart IV Developing marketing programmes Chapter 10 Establishing, developing and managing buyer–seller relationshipsChapter 11 Product and service decisionsChapter 12 Pricing decisionsChapter 13 Distribution decisionsChapter 14 Communication decisions Part V Organising, implementing and controlling the marketing effort Chapter 15 Organising and implementing the marketing planChapter 16 Budgeting and controlling Appendix Market research and decision support system Glossary Index