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.
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.
