Malcolm McDonald, Ailsa Kolsaker

MBA Marketing (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury eBooks UK
• Seitenzahl: 544
• Erscheinungstermin: 16. September 2017
• Englisch
• ISBN-13: 9781137300287
• Artikelnr.: 47897359

Autorenporträt

MALCOLM MCDONALD is Professor of Marketing Strategy, Chairman of the Cranfield Marketing Planning Centre and Director of the Institute for Advanced Research in Marketing at the Cranfield University School of Management, UK.

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.