Marketing Management and Strategy

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Sprache: Englisch

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Beschreibung

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 [...] 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.

Inhaltsverzeichnis

Brief Contents

1. Management: objectives and tasks

2. The customer-led business

3. Segmentation, positioning and the marketing mix

4. Strategic market planning

5. Market dynamics and competitive strategy

6. Building successful brands

7. Innovation and new product development

8. Pricing policy: delivering value

9. Communications strategy

10. Managing personal selling

11. Managing marketing channels

12. Marketing in service businesses

13. Turnaround management

14. Marketing in the twenty-first century

Details

Erscheinungsjahr:	2024
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	464 S.
ISBN-13:	9780273693987
ISBN-10:	0273693980
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Doyle, Peter Stern, Phil
Auflage:	4. Auflage
Hersteller:	Pearson International
Verantwortliche Person für die EU:	Pearson Studium im Verlag Pearson Benelux B.V. Zweigniederla, Sankt-Martin-Str. 82, D-81541 München, buchhandel@pearson.com
Maße:	265 x 195 x 25 mm
Von/Mit:	Peter Doyle (u. a.)
Erscheinungsdatum:	10.10.2024
Gewicht:	0,989 kg