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    MBA marketing / Malcolm McDonald, Ailsa Kolsaker.

    By: McDonald, Malcolm [author.]Contributor(s): Kolsaker, Ailsa [author.]Material type: TextTextSeries: Palgrave MBA series: Publisher: Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2014Description: xxiii, 517 pages : illustrations ; 24 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781137300294; 1137300299Other title: Master of Business Administration marketing | MarketingSubject(s): 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 -- ExaminationsGenre/Form: Study guides. | Textbooks.DDC classification: 658.8 LOC classification: HF5415 | .M37955 2014Other classification: 83.04
    Contents:
    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.
    Summary: 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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    Item type Current library Call number Copy number Status Notes Date due Barcode
    Books Books Female Library
    		HF5415 .M37955 2014 (Browse shelf (Opens below)) 1 Available STACKS 51952000345961
    Books Books Female Library
    		HF5415 .M37955 2014 (Browse shelf (Opens below)) 2 Available STACKS 51952000345978
    Books Books Main Library
    		HF5415 .M37955 2014 (Browse shelf (Opens below)) 1 Available STACKS 51952000345985
    Books Books Main Library
    		HF5415 .M37955 2014 (Browse shelf (Opens below)) 2 Available STACKS 51952000345992

    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.

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