MBA Marketing

Häftad, Engelska, 2013

1 259 kr

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This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.

Produktinformation

Utgivningsdatum2013-12-11
Mått154 x 230 x 26 mm
Vikt820 g
FormatHäftad
SpråkEngelska
SerieMBA Series
Antal sidor544
FörlagBloomsbury Publishing PLC
ISBN9781137300294

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

Malcolm McDonald is Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools, UK. Until 2003, he was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.Ailsa Kolsaker is MBA Programme Lead at Oxford Brookes University, UK. Previously, she was employed at the University of Surrey where she led a number of programmes, including the postgraduate Open Access programme, MSc in Marketing Management and the MBA. She has lectured in marketing, e-commerce, e-business and e-marketing to students and professionals in numerous locations, both in the UK and overseas, including Singapore, Hong Kong, Barbados, Mauritius, Greece and Germany. Before becoming an academic, Ailsa worked in the telecoms sector in Oslo, Norway and latterly, as a manager in higher education.

PART I: DEFINING THE MARKET, TARGET AUDIENCES AND CUSTOMER VALUE1. Types of Marketing2. Consumer Behaviour3. Organizational Buying Behaviour4. Market Research5. Market Segmentation6. Competitive AnalysisPART II: CREATING THE VALUE PROPOSITION7. Marketing Planning8. Defining Marketing Objectives and Strategies9. Product Portfolio Strategy10. Strategic Brand Management11. Pricing Strategy12. Communications Strategy13. Key Account StrategyPART III: DELIVERING VALUE14. Managing Marketing Relationships15. Customer Retention Strategy16. Sales Force Strategy17. Channel Strategy18. Distribution Strategy19. Customer Service Strategy20. Electronic MarketingPART IV: MONITORING VALUE20. Marketing Information and Control21. Measuring Marketing EffectivenessPART V: ENHANCING VALUE22. Organizational Structure and Culture23. Marketing Ethics.