Marketing Management

A Value-Creation Process

Häftad, Engelska, 2012

Av Alain Jolibert, Hans Mühlbacher, Laurent Flores, Pierre-Louis Dubois

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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 chapterWith 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.

Produktinformation

Utgivningsdatum2012-07-31
Mått216 x 276 x 25 mm
Vikt1 043 g
FormatHäftad
SpråkEngelska
Antal sidor464
Upplaga2
FörlagBloomsbury Publishing PLC
ISBN9780230240957

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ALAIN JOLIBERT Professor of Marketing at Université Pierre Mendes, Grenoble, France, a leading figure in the Association Française de Marketing and Editor of the French journal Recherches et Applications en Marketing. HANS MÜHLBACHER Professor of Business Administration at Leopold-Franzens-University, Innsbruck, Austria. He has been Visiting Professor at many institutions in France and the USA. He has been President of the European Academy of Marketing and is a consultant to major firms. LAURENT FLORES Founder of CRMMETRIX, a company that specializes in measuring digital marketing effectiveness for Fortune 500 companies worldwide from its New York, Cincinnati, Paris and Singapore offices. Dr. Flores is Professor of Marketing at INSEEC Business School. PIERRE-LOUIS DUBOIS Professor at Université Panthéon-Assas Paris, France, founding Editor of the journal Recherches et Applications en Marketing and a consultant to major companies.

PART ICreating ValueStrategic Management and MarketingStrategic Positioning Step 1Strategic Positioning Step 2Strategic Positioning Step 3Strategic Positioning Step 4Strategic BrandingMarketing IntelligencePART IIProduct ManagementCustomer Relationship ManagementAdvertisingOther Forms of CommunicationPART IIIDistribution ManagementSales ManagementDirect MarketingMerchandising and LogisticsPromotionPricing Decisions.

'With its central focus on value creation and competitive positioning, this book is a welcome addition to the growing literature on marketing management which sees Marketing as a process rather than simply a business function. Backing up the principles discussed with a clear tool kit of techniques to aid implementation, together with a wealth of up to date examples, it will be of immense use to students and marketing practitioners alike.' - Professor Graham Hooley, former Senior Pro Vice Chanceller, Aston University, UK 'Marketing Management is a comprehensive text book covering an impressive variety of both, substantive and methodological facets in this field. Its structure and use of tables, figures, spotlights and toolboxes make it special in comparison with alternative text books. I recommend the book in particular for Master level courses targeted at an intercultural audience.' - Udo Wagner, University of Vienna, Austria 'This textbook is a very rich and highly recommendable source for master students to learn in detail about all facets in marketing.' - Bernd Skiera, University of Frankfurt, Germany