Marketing management : a value-creation process

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Title:

Author:

Jolibert, Alain. Marketing management.

ISBN:

9780230240957

Edition:

2nd ed.

Publication Information:

Houndmills, Basingstoke ; New York : Palgrave Macmillan, 2012.

Physical Description:

xx, 441 p. : ill. ; 28 cm.

General Note:

Rev. ed. of: Marketing management : a value creation process / Pierre-Louis Dubois, Alain Jolibert, Hans Mühlbacher. 2007.

Contents:

Creating value -- Strategic management and marketing -- Strategic positioning step 1 -- Strategic positioning step 2 -- Strategic positioning step 3 -- Strategic positioning step 4 -- Strategic branding -- Marketing intelligence -- Product management -- Customer relationship management -- Advertising -- Other forms of communication -- Distribution management -- Sales management -- Direct marketing -- Merchandising and logistics -- Promotion -- Pricing decisions.

Subject Term:

Marketing -- Management.

Added Author:

Jolibert, Alain. Marketing management.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168025573268	658.8 J75M 2012	1	Searching... Unknown

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Summary

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 chapter

With 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.