Marketing Management

Marketing Management: A Relationship Approach, 4th Edition, links relationship marketing principles to traditional market planning models used by practitioners. The textbook centers on building and sustaining business-to-business and business-to-consumer marketing relationships across the value chain in both offline and online settings.

Coverage emphasizes global buyer-seller interactions, cross-functional coordination, and ways to build competitive advantage through inter-firm partnerships. Digital topics, including social media marketing and e-commerce, are integrated across all chapters and exhibits.

Intended for final-year undergraduates, postgraduates, practitioners, and those pursuing professional qualifications, the volume includes case studies in every chapter alongside video cases accessible through VitalSource.