Marketing Management, 3rd edn

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 Education books include – among others – Global Marketing, Sixth Edition, also published in 2014.

Contents

 

Guided tour

Preface   

About the author   

Author’s acknowledgements 

Publisher’s acknowledgements  

1 Introduction  

1.1 Introduction

1.2 The marketing management process  

1.3 The traditional (transactional) marketing (TM) concept versus the relationship marketing (RM) concept

1.4 Balancing the transactional and relationship concepts throughout the book 

1.5 How the RM concept influences the traditional marketing concept 

1.6 Different organisational forms of RM   

1.7 Summary   

Case study 1.1 Hunter Boot Ltd: the iconic British brand is moving into exclusive fashions

Questions for discussion

References

PART I   ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL)

Part 1 Video case study

Tata Nano: competitiveness of the world’s cheapest car

Introduction to Part I  

2 Identification of the firm’s core competences   

Learning objectives

2.1 Introduction

2.2 Roots of competitive advantage   

2.3 The resource-based view (RBV)

   Exhibit 2.1 Honda’s competences in small engines  

2.4 Market orientation view (MOV) compared to the resource-based view  

2.5 The value chain-based view (VBV)

   Exhibit 2.2 Nike’s value chain

   Exhibit 2.3 The value chain of Acme Axles, Inc.

2.6 Value shop and the ‘service value chain’  

2.7 Internationalising the value chain

2.8 The virtual value chain   

2.9 Experimental marketing

   Exhibit 2.4 Ikea’s use of AR

2.10   Summary   

Case study 2.1 Zalando: how can the online apparel retailer turn financial losses into positive profits?   

Questions for discussion

References

3 Development of the firm’s competitive advantage

Learning objectives

3.1 Introduction

3.2 General sources of competitive advantage  

3.3 Introduction of a holistic model of competitiveness: from macro to micro level

3.4 Analysis of national competitiveness (the Porter diamond)  

3.5 Competition analysis in an industry

3.6 Value chain analysis

3.7 Blue ocean strategy and value innovation

   Exhibit 3.1 Value innovation at hotel chain Formule 1   

3.8 Outsourcing – a strategic decision framework based on customers’ evaluation

   Exhibit 3.2 Sony, an outsourcing company

3.9 Summary   

Case study 3.1 Nintendo Wii: Nintendo’s Wii took first place on the world market – but it didn’t last  

Questions for discussion

References

PART II ASSESSING THE EXTERNAL MARKETING SITUATION

Part II Video case study

Müller: Müller yoghurts are penetrating the US market   

Introduction to Part II

4 Customer behaviour

Learning objectives

4.1 Introduction

4.2 Consumer B2C decision making  

4.3 Influences on consumers’ decision making

   Exhibit 4.1 Example of loyalty: store loyalty versus brand loyalty

   Exhibit 4.2 Brand-switching strategy in times of recession – the case of Skoda Superb   

4.4 Organisational B2B decision making

4.5 Influences on the buying process  

4.6 Customer-perceived value and