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Managing Marketing Relationships

Опубликовано на портале: 17-10-2003
Дисциплина: Managing Marketing Relationships
Год: 2002
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

The focus of this course is on a firm’s marketing structure and operations rather than strategy development - on the organisation and implementation of marketing strategy. Implementation involves the performance of marketing activities to create and deliver products and services that meet customers’ needs. A fundamental aspect of marketing management is relationship management, which involves developing and managing the relations between marketing and other functions within the firm and with external organizations in order to gain access to and develop key resources and competences. This course examines the nature and role of internal and external relations in implementing marketing strategy, their impact on a firm’s marketing performance and how they are managed.

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