Marketing Management and Strategy / Edition 2 available in Paperback
Marketing Management and Strategy / Edition 2
Case studies from top global companies such as Coca Cola, Nestle, Shell, IBM and Philips, support this text in marketing management and strategy.
|Product dimensions:||6.85(w) x 9.25(h) x (d)|
Table of Contents1. Management: Objectives and Tasks.
2. The Customer-Led Business.
3. Segmentation, Positioning, and the Marketing Mix.
4. Strategic Marketing Planning.
5. Marketing Dynamics and Competitive Strategy.
6. Building Successful Brands.
7. Innovation and New Product Development.
8. Pricing Policy: Delivering Value.
9. Communications Strategy.
10. Managing Personal Selling.
11. Managing Marketing Channels.
12. Marketing in Service Businesses.
13. Turnaround Management.
14. Marketing in the Twenty-First Century.