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This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
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Autorenporträt
Malcolm McDonald is Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools, UK. Until 2003, he was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.
Ailsa Kolsaker is MBA Programme Lead at Oxford Brookes University, UK. Previously, she was employed at the University of Surrey where she led a number of programmes, including the postgraduate Open Access programme, MSc in Marketing Management and the MBA. She has lectured in marketing, e-commerce, e-business and e-marketing to students and professionals in numerous locations, both in the UK and overseas, including Singapore, Hong Kong, Barbados, Mauritius, Greece and Germany. Before becoming an academic, Ailsa worked in the telecoms sector in Oslo, Norway and latterly, as a manager in higher education.
Inhaltsangabe
PART I: DEFINING THE MARKET, TARGET AUDIENCES AND CUSTOMER VALUE 1. Types of Marketing 2. Consumer Behaviour 3. Organizational Buying Behaviour 4. Market Research 5. Market Segmentation 6. Competitive Analysis PART II: CREATING THE VALUE PROPOSITION 7. Marketing Planning 8. Defining Marketing Objectives and Strategies 9. Product Portfolio Strategy 10. Strategic Brand Management 11. Pricing Strategy 12. Communications Strategy 13. Key Account Strategy PART III: DELIVERING VALUE 14. Managing Marketing Relationships 15. Customer Retention Strategy 16. Sales Force Strategy 17. Channel Strategy 18. Distribution Strategy 19. Customer Service Strategy 20. Electronic Marketing PART IV: MONITORING VALUE 20. Marketing Information and Control 21. Measuring Marketing Effectiveness PART V: ENHANCING VALUE 22. Organizational Structure and Culture 23. Marketing Ethics.
