Marketing Strategy and Management
(Sprache: Englisch)
The new edition ofIMarketing Strategy and Management/I brings a classic text up-to-date. Building on its reputation for academic rigor, it retains the traditional functional approach to marketing but incorporates current research and topical examples and...
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Klappentext zu „Marketing Strategy and Management “
The new edition ofIMarketing Strategy and Management/I brings a classic text up-to-date. Building on its reputation for academic rigor, it retains the traditional functional approach to marketing but incorporates current research and topical examples and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations. It takes an analytical and strategic approach to marketing, providing a framework for the direction and management of the marketing function that will help students make effective marketing decisions.
Inhaltsverzeichnis zu „Marketing Strategy and Management “
PART 1: MARKETING STRATEGYPrologueMarketing and CompetitionMarketing and Corporate StrategyPrinciples of Strategic Marketing PlanningAnalytical Frameworks for Strategic Marketing PlanningResearch for MarketingPART 2: MARKETING APPRECIATIONMacro-environmental AnalysisIndustry and Competitor AnalysisCustomer AnalysisInternal (Self) AnalysisMatching - Putting It All TogetherProduct Differentiation and Market SegmentationPositioning and BrandingPART 3: MANAGING THE MARKETING MIXThe Marketing MixProduct Policy and Management PackagingPricing Policy and ManagementDistribution and Sales PolicyPromotion Policy and ManagementPART 4: IMPLEMENTING MARKETINGCustomer Care and ServiceDeveloping a Marketing CultureThe (Short-term) Marketing PlanImplementation and ControlCurrent Issues and Future Trends
Bibliographische Angaben
- Autor: Michael J. Baker
- 2007, 608 Seiten, Kartoniert (TB), Englisch
- Verlag: Macmillan Education
- ISBN-10: 1403986274
- ISBN-13: 9781403986276
Sprache:
Englisch
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