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.

• 1 Introduction2 Identification of the firm’s core competences3 Development of the firm’s competitive advantage4 Customer behaviour5 Competitor analysis and intelligence6 Analysing relationships in the value chain7 SWOT analysis, strategic marketing planning and portfolio analysis8 Segmentation, targeting, positioning and competitive strategies9 CSR strategy and the sustainable global value chain10 Establishing, developing and managing buyer–seller relationships11 Product and service decisions12 Pricing decisions13 Distribution decisions14 Communication decisions15 Organising and implementing the marketing plan16 Budgeting and controlling