Marketing management : a value-creation process
by
 
Dubois, Pierre-Louis.

Title
: 
Marketing management : a value-creation process

Author
: 
Dubois, Pierre-Louis.

ISBN
: 
9780333773192

Personal Author
: 
Dubois, Pierre-Louis.

Publication Information
: 
Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2007.

Physical Description
: 
xiv, 466 p. : ill. ; 26 cm.

Contents
: 
1. Creating value -- 2. Strategic management and marketing -- 3. Strategic positioning step 1 : determining relevant markets -- 4. Strategic positioning step 2 : assessing the attractiveness of markets and the relative competitive position -- 5. Strategic positioning step 3 : selecting and implementing the intended market position -- 6. Marketing intelligence -- 7. Consumer behaviour -- 8. Product management -- 9. Advertising -- 10. Other forms of communication -- 11. Value negotiation and personal selling process -- 12. Distribution management -- 13. Merchandising and logistics -- 14. Pricing decisions -- 15. Sales promotion -- 16. Direct marketing.

Subject Term
: 
Marketing -- Management.

Added Author
: 
Jolibert, Alain.
 
Mühlbacher, Hans, 1949-

Electronic Access
: 
Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0662/2006049380-b.html
 
Publisher description http://www.loc.gov/catdir/enhancements/fy0662/2006049380-d.html
 
Table of contents only http://www.loc.gov/catdir/enhancements/fy0662/2006049380-t.html


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168020389330658.8 D818M 20061