Marketing Management offers comprehensive coverage of 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.
Marketing Management offers comprehensive coverage of 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.
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Autorenporträt
Prof. Dr. Hans Mühlbacher lehrt am Institut für Wertprozessmanagement, Abt. Marketing, der Universität Innsbruck.
Inhaltsangabe
Preface Acknowledgements List of Exhibits PART I: STRATEGIC POSITIONING PROCESSES The Strategic Positioning Process Multiple Levels of Strategic Positioning Creating Value; H.Mühlbacher Strategic Management and Marketing; H.Mühlbacher Strategic Positioning Part 1: Determining Relevant Markets; H.Mühlbacher Strategic Positioning Part 2: Assessing the Attractiveness of Markets and the Relative Competitive Position; H.Mühlbacher Strategic Positioning Part 3: Selecting and Implementing the Intended Market Position; H.Mühlbacher PART II: MARKETING INTELLIGENCE Marketing Intelligence; A.Jolibert Consumer Behaviour; A.Jolibert PART III: VALUE CREATION PROCESS Product Management; A.Jolibert Advertising; P-L.Dubois Other Forms of Communication; P-L.Dubois Value Negotiation and Personal Selling Processes; A.Jolibert PART IV: VALUE GENERATION PROCESSES Distribution Management; P-L.Dubois Merchandising and Logistics; P-L.Dubois Pricing Decisions; A.Jolibert Sales Promotion; P-L.Dubois Direct Marketing; P-L.Dubois Index
Preface Acknowledgements List of Exhibits PART I: STRATEGIC POSITIONING PROCESSES The Strategic Positioning Process Multiple Levels of Strategic Positioning Creating Value; H.Mühlbacher Strategic Management and Marketing; H.Mühlbacher Strategic Positioning Part 1: Determining Relevant Markets; H.Mühlbacher Strategic Positioning Part 2: Assessing the Attractiveness of Markets and the Relative Competitive Position; H.Mühlbacher Strategic Positioning Part 3: Selecting and Implementing the Intended Market Position; H.Mühlbacher PART II: MARKETING INTELLIGENCE Marketing Intelligence; A.Jolibert Consumer Behaviour; A.Jolibert PART III: VALUE CREATION PROCESS Product Management; A.Jolibert Advertising; P-L.Dubois Other Forms of Communication; P-L.Dubois Value Negotiation and Personal Selling Processes; A.Jolibert PART IV: VALUE GENERATION PROCESSES Distribution Management; P-L.Dubois Merchandising and Logistics; P-L.Dubois Pricing Decisions; A.Jolibert Sales Promotion; P-L.Dubois Direct Marketing; P-L.Dubois Index
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