Offers a companion to the CIM professional marketing qualifications. This title includes chapters that contain case studies, study tips and activities to test your learning and understanding as you go along. It also contains a range of learning objectives, cases, questions, activities, definitions and study tips.
Offers a companion to the CIM professional marketing qualifications. This title includes chapters that contain case studies, study tips and activities to test your learning and understanding as you go along. It also contains a range of learning objectives, cases, questions, activities, definitions and study tips.
Product Proposition and Brand Management; Chapter 1 New Product Development and Positioning; Chapter 2 Managing and Developing an Organisation's Product Portfolio; Chapter 3 The Role of Branding and Branding Strategies; Chapter 4 Pricing, Pricing Concepts and Price Setting; Channel Management; Chapter 5 Channel Management, Distribution Strategies and Control; Chapter 6 Intermediaries; Chapter 7 Stakeholders; Chapter 8 Contractual Requirements and Service Level Agreements (SLAs); Managing Marketing Communications; Chapter 9 Marketing Communications Strategy; Chapter 10 Marketing Communications in Different Organisational Contexts; Chapter 11 Marketing Communications and Marketing Communications Plans; Chapter 12 Agency and Agency Relationships; Managing and Achieving Customers' Service Expectations Through the Marketing Mix; Chapter 13 Customer Service and Customer Care Plans; Chapter 14 Key Accounts; Chapter 15 Sales and Product Information and Risks;
Product Proposition and Brand Management; Chapter 1 New Product Development and Positioning; Chapter 2 Managing and Developing an Organisation's Product Portfolio; Chapter 3 The Role of Branding and Branding Strategies; Chapter 4 Pricing, Pricing Concepts and Price Setting; Channel Management; Chapter 5 Channel Management, Distribution Strategies and Control; Chapter 6 Intermediaries; Chapter 7 Stakeholders; Chapter 8 Contractual Requirements and Service Level Agreements (SLAs); Managing Marketing Communications; Chapter 9 Marketing Communications Strategy; Chapter 10 Marketing Communications in Different Organisational Contexts; Chapter 11 Marketing Communications and Marketing Communications Plans; Chapter 12 Agency and Agency Relationships; Managing and Achieving Customers' Service Expectations Through the Marketing Mix; Chapter 13 Customer Service and Customer Care Plans; Chapter 14 Key Accounts; Chapter 15 Sales and Product Information and Risks;
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