McDonald, Malcolm,
MBA marketing / Master of Business Administration marketing Marketing Malcolm McDonald, Ailsa Kolsaker. - xxiii, 517 pages : illustrations ; 24 cm. - Palgrave MBA series . - Palgrave MBA series. .
Includes bibliographical references and index.
Machine generated contents note: pt. I Defining the Market, Target Audiences and Customer Value -- 1. Types of Marketing -- 2. Consumer Behaviour -- 3.Organizational Buying Behaviour -- 4. Marketing Research -- 5. Market Segmentation -- 6.Competitive Analysis -- pt. 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 -- pt. 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 -- pt. IV Monitoring Value -- 21. Marketing Information and Control -- 22. Measuring Marketing Effectiveness -- pt. V Enhancing Value -- 23.Organizational Structure and Culture -- 24. Marketing Ethics.
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.
9781137300294 1137300299
GBB3B0252 bnb
016558656 Uk
Marketing--Textbooks.
Master of business administration degree--Examinations--Study guides.
Marketing.
Branding (Marketing)
Marketing--Management.
Branding (Marketing)
Marketing.
Marketing--Management.
Master of business administration degree--Examinations.
Study guides.
Textbooks.
HF5415 / .M37955 2014
658.8
MBA marketing / Master of Business Administration marketing Marketing Malcolm McDonald, Ailsa Kolsaker. - xxiii, 517 pages : illustrations ; 24 cm. - Palgrave MBA series . - Palgrave MBA series. .
Includes bibliographical references and index.
Machine generated contents note: pt. I Defining the Market, Target Audiences and Customer Value -- 1. Types of Marketing -- 2. Consumer Behaviour -- 3.Organizational Buying Behaviour -- 4. Marketing Research -- 5. Market Segmentation -- 6.Competitive Analysis -- pt. 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 -- pt. 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 -- pt. IV Monitoring Value -- 21. Marketing Information and Control -- 22. Measuring Marketing Effectiveness -- pt. V Enhancing Value -- 23.Organizational Structure and Culture -- 24. Marketing Ethics.
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.
9781137300294 1137300299
GBB3B0252 bnb
016558656 Uk
Marketing--Textbooks.
Master of business administration degree--Examinations--Study guides.
Marketing.
Branding (Marketing)
Marketing--Management.
Branding (Marketing)
Marketing.
Marketing--Management.
Master of business administration degree--Examinations.
Study guides.
Textbooks.
HF5415 / .M37955 2014
658.8