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.

Through a balanced mix of theory and global case studies—from Spotify and Electrolux to Tinder and DJI—this book provides readers with practical tools and real-world examples for developing customer-centric marketing plans that foster loyalty and competitive advantage.

What You Will Discover in the Book?

In Marketing Management: A Relationship Approach, you will:

Explore how to blend traditional market planning models with relationship marketing strategies.
Learn about the role of trust, loyalty, commitment, and communication in sustaining long-term business relationships.
Understand how companies build both online and offline engagement to create brand advocates.
Discover how leading global firms use relationship marketing as a core competitive strategy.
Apply key relationship management tools in the context of digital transformation and global marketing challenges.

Why Should You Read This Book?

This book is ideal for final-year undergraduate, postgraduate, and professional marketing students seeking a deep understanding of how to build and sustain value-creating business relationships. Unlike standard marketing texts, it bridges theory with practice, guiding readers through both strategic planning and operational implementation. Its unique focus on relationship marketing—paired with current case studies and new technology integration—makes it especially relevant for today’s connected and customer-driven world. Whether you’re preparing for a career in marketing management or already working in the field, this book will enhance your ability to create meaningful, lasting impact.

About the Author:

Svend Hollensen is an internationally renowned marketing professor, consultant, and author. He is affiliated with the University of Southern Denmark and has worked as a marketing advisor with several multinational companies. Known for his expertise in global and relationship marketing, Hollensen has authored multiple leading textbooks used by students and professionals around the world. His work is celebrated for its clarity, practicality, and relevance to modern business challenges.