Marketing management : a value-creation process

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Title:

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

Copies:

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020389330	658.8 D818M 2006	1	Searching... Unknown

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Summary

Marketing Management offers comprehensive coverage of this important area, dealing with both strategic and operational marketing issues with a liberal use of contemporary, global examples. It demonstrates clearly how marketing processes can contribute to the creation of value for the stakeholders of every business organization as well as for the organization itself. Uniquely, marketing is treated as a bundle of processes intertwined throughout the entire business organization. Written by three eminent professors, this book is especially useful for readers interested in advanced marketing techniques, explained through a series of end of chapter "Toolbox" sections.