stakeholder engagement

Marketing Management: Building Strategic Relationships in a Connected World

Summary of the Book:

Marketing Management: A Relationship Approach by Svend Hollensen offers a fresh perspective on modern marketing by integrating relationship marketing principles into traditional marketing planning. Now in its fourth edition, this internationally acclaimed textbook presents a comprehensive framework that aligns marketing strategies with the growing demand for long-term, value-driven relationships across physical and digital channels. As globalization and digital transformation reshape the business landscape, Hollensen emphasizes the strategic importance of managing relationships not just with customers, but also with suppliers, partners, employees, and stakeholders.