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关键词:
Marketing Management
书目信息
ISBN:
9780333773192(13位)
中图分类号:
F7
杜威分类号:
中文译名:
营销管理
作者:
Pierre-Louis Dubois, Alain Jolibert, Hans Mühlbacher
编者:
语种:
English
出版信息
出版社:
Palgrave
出版地:
出版年:
2006
版本:
版本类型:
原版
丛书题名:
卷期:
文献信息
关键词:
Business, Management and Finance - Marketing
前言:
摘要:
内容简介:
<I>Marketing Management</I> offers comprehensive coverage of this important area, dealing with 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. Uniquely, marketing is treated as a bundle of processes intertwined throughout the entire business organization. Written by three eminent professors, this book has a truly European perspective and is especially useful for readers interested in advanced marketing techniques, explained through a series of end of chapter 'Toolbox' sections.
目次:
Preface Acknowledgements List of Exhibits PART I: STRATEGIC POSITIONING PROCESSES The Strategic Positioning Process Multiple Levels of Strategic Positioning Creating Value; <I>H.Mühlbacher</I> Strategic Management and Marketing; <I>H.Mühlbacher</I> Strategic Positioning Part 1: Determining Relevant Markets; <I>H.Mühlbacher</I> Strategic Positioning Part 2: Assessing the Attractiveness of Markets and the Relative Competitive Position; <I>H.Mühlbacher</I> Strategic Positioning Part 3: Selecting and Implementing the Intended Market Position; <I>H.Mühlbacher</I> PART II: MARKETING INTELLIGENCE Marketing Intelligence; <I>A.Jolibert</I> Consumer Behaviour; <I>A.Jolibert</I> PART III: VALUE CREATION PROCESS Product Management; <I>A.Jolibert</I> Advertising; <I>P-L.Dubois</I> Other Forms of Communication; <I>P-L.Dubois</I> Value Negotiation and Personal Selling Processes; <I>A.Jolibert</I> PART IV: VALUE GENERATION PROCESSES Distribution Management; <I>P-L.Dubois</I> Merchandising and Logistics; <I>P-L.Dubois</I> Pricing Decisions; <I>A.Jolibert</I> Sales Promotion; <I>P-L.Dubois</I> Direct Marketing; <I>P-L.Dubois</I> Index
附录:
全文链接:
读者对象:
实体信息
页码:
488
装帧:
Paperback
尺寸:
其它形态细节:
其它信息
原价:
GBP
34.9900
原版ISBN:
其它ISBN:
图书特色:
书评:
扩展信息
Isbn:
0333773195
issue:
2006JC02
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