Marketing management

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By Statement Alain Jolibert ... [et al.].
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Dewey Decimal Class 658.8
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Edition Name 2nd ed.
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Full Title Marketing management a value-creation process
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Isbn13 9780230240957
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Languages /languages/eng
Latest Revision 1
Lc Classifications HF5415.13 .D83 2012
Lccn 2012008996
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Notes Rev. ed. of: Marketing management : a value creation process / Pierre-Louis Dubois, Alain Jolibert, Hans Mühlbacher. 2007. Includes index.
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Pagination p. cm.
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Publish Country enk
Publish Date 2012
Publish Places Houndmills, Basingstoke
New York, NY
Publishers Palgrave Macmillan
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Revision 1
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Subjects Marketing
Management
Subtitle a value-creation process
Table Of Contents Creating value
Strategic management and marketing
Strategic positioning step 1
Strategic positioning step 2
Strategic positioning step 3
Strategic positioning step 4
Strategic branding
Marketing intelligence
Product management
Customer relationship management
Advertising
Other forms of communication
Distribution management
Sales management
Direct marketing
Merchandising and logistics
Promotion
Pricing decisions.
Title Marketing management
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Marketing management
Authors Alain Jolibert
Pierre-Louis Dubois
Hans Mühlbacher
Laurent Flores
Average Rating -
Categories Business & Economics
Content Version preview-1.0.0
Description Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation. Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner. New to this edition: - New coverage of technology applications and developments and B2B marketing - Consistent focus on value creation throughout - More examples to illustrate theory - Enhanced pedagogy including long case studies and exercises in every chapter With its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.
Language en
Maturity Rating NOT_MATURE
Page Count 464
Print Type BOOK
Published Date 2012-09-04
Publisher Palgrave Macmillan
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Subtitle A Value-Creation Process
Title Marketing Management
ISBN_10023024095X
ISBN_139780230240957

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