Marketing Management and Strategy
Résumé
Marketing Management and Strategy is a concise and practical management guide to the latest ideas in advanced Marketing and Strategy. The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate corporate goals of profit, growth and security. They then examine how marketing strategies are developed and implemented through effective product, pricing, distribution, communication and services.
This is a core text for MBA Marketing Management course and for university short courses for executives. This will also be suitable for any undergraduates or postgraduates on marketing strategy courses.
Sommaire
- Management: objectives and tasks
- The customer-led business
- Segmentation, positioning and the marketing mix
- Strategic market planning
- Market dynamics and competitive strategy
- Building successful brands
- Innovation and new product development
- Pricing policy: delivering value
- Communications strategy
- Managing personal selling
- Managing marketing channels
- Marketing in service businesses
- Turnaround management
- Marketing in the twenty-first century
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Prentice Hall |
Auteur(s) | Peter Doyle, Phillip Stern |
Parution | 31/03/2006 |
Édition | 4eme édition |
Nb. de pages | 450 |
Format | 19,5 x 26,5 |
Couverture | Broché |
Poids | 865g |
Intérieur | Noir et Blanc |
EAN13 | 9780273693987 |
ISBN13 | 978-0-273-69398-7 |
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