management of marketing

What is new in Hollensen: Marketing Management – A RelationshipApproach, 2^nd ed., published in April 2010?

• Full colour version
• Completely new design: Margin explanations of key concept
• The relationship approach is further discussed in Chapter 6, in form of the firm’s relationships and cooperation with customers, suppliers, complementors / partners and competitors (also called the value net)
• New hot and updated issues are covered: Long Tail, Cause Marketing, Customer driven innovation, New comprehensive chapter on CSR,  Good Enough Market (GEM) Strategy (especially relevant for China), Bottom of Pyramid (BOP) Marketing, Blue Ocean Strategy, Marketing in Emerging markets, e.g. Iran, Social Marketing (a cool case on YouthAIDS), Lean Business modeling (e.g. a cool case about Björn Borg AB), Time-based Marketing Strategy, Online marketing surveys
• New comprehensive Chapter 9 on Corporate Social Responsibility (CSR), including the Sustainable Global Value Chain (SGVC), Cause Marketing, and marketing to the Bottom of Pyramid (BOP),
• Completely new cases:  16 very comprehensive Chapter cases + 5 Video Part cases – The Author had personal contact and a dialogue with most of the companies – see below
• More e-marketing aspects are integrated throughout the book

CASES:

All existing cases are now up-to-date

21completely new cases are available:

Part Video cases (5 new cases): Tata Nano (Part 1), Orascom Telecom (Part 2), Nivea (Part 3), Indian Tourist Board (Part 4), Pret A Manger (Part 5)

Chapter cases (16 new cases): Duchy originals (case 1.1), Senseo (case 2.1), Nintendo Wii (case 3.1), Baxi Boilers (case 4.1), Cereal Partners Worldwide (CPW) (case 5.1), Saipa (case 6.1), Red Bull (case 7.1), Ryan Air (case 8.1), YouthAids (case 9.1), Dassault Falcon (case 10.1), Fisherman’s Friend (case 11.1), Harley-Davidson (case 12.1), Lindt & Sprüngli (case 13.1), TAG Heuer (case 14.1), Triumph underwear (case 15.1), Jordan toothbrush (case 16.1).