Marketing Management
A Contemporary Perspective
(Sprache: Englisch)
Written by one of the leading authorities of marketing in Germany, this important new textbook provides marketing students with a current, up-to-date, well-structured, and comprehensive coverage of marketing management.
Marketing Management is intended...
Marketing Management is intended...
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Written by one of the leading authorities of marketing in Germany, this important new textbook provides marketing students with a current, up-to-date, well-structured, and comprehensive coverage of marketing management.
Marketing Management is intended to target an international audience by including scholarly international research contributing to the field of marketing and by providing examples and insights from markets and companies in Europe, Asia, and the Americas.
This text should prove to be of particular relevance for a more practically oriented audience, particularly the European MBA market.
Marketing Management is intended to target an international audience by including scholarly international research contributing to the field of marketing and by providing examples and insights from markets and companies in Europe, Asia, and the Americas.
This text should prove to be of particular relevance for a more practically oriented audience, particularly the European MBA market.
Inhaltsverzeichnis zu „Marketing Management “
1 Setting the Scene for Marketing PART ONE Laying the Groundwork: Shaping Marketing Strategies
2 The Key Aspects of Marketing Strategy
3 Analysis of the Initial Strategic Situation
4 Formulation, Evaluation and Selection of Marketing Strategies
End of Part Case Study: Tata Motors Ltd: An Indian Elephant Makes a Foray into the Global Auto Market
PART TWO The Marketing Mix
5 Product Decisions
6 Pricing: Making Profitable Decisions
7 Sales Decisions
8 Communication Decisions
9 Tying the Knot with Customers
End of Part Case Study - Magnum Ice Cream: A Unilever Success Story
PART THREE Marketing in Specific Contexts
10 Business-to-Business Marketing
11 Marketing of Services
12 International Marketing
End of Part Case Study - Amazon: International Expansion of an E-tailer
PART FOUR Marketing Implementation
13 Marketing and Sales Organization
14 Marketing and Sales Information Systems
15 Marketing and Sales Management Control
16 Human Resource Management in Marketing and Sales
17 Market Orientation
End of Part Case Study: The Nespresso Story: Success with Coffee Based on Market Orientation
End of Part Case Study: Bayer CropScience: Aspirin for Crops?
Appendix: Theories and Techniques
Autoren-Porträt von Christian Homburg, Sabine Kuester, Harley Krohmer
Prof. Dr. Christian Homburg ist Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre und Marketing I und Direktor des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim sowie Vorsitzender des Wissenschaftlichen Beirats von Prof. Homburg & Partner, Mannheim - einer international tätigen Unternehmensberatung.Dr. Harley Krohmer ist Habilitand am Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing an der Universität Mannheim.Bibliographische Angaben
- Autoren: Christian Homburg , Sabine Kuester , Harley Krohmer
- 2009, XXII, 642 Seiten, mit zahlreichen farbigen Abbildungen, Maße: 20,2 x 26,9 cm, Gebunden, Englisch
- Verlag: McGraw-Hill Higher Education
- ISBN-10: 0077117247
- ISBN-13: 9780077117245
Sprache:
Englisch
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