000			03615cam a2200649Ii 4500
001			u13334
003			SA-PMU
005			20210418124318.0
008			131125s2014 enka b 001 0 eng
040			_aAU@ _beng _erda _cAU@ _dOCLCO _dUKMGB _dNLGGC _dOCLCF _dOCLCO _dCLE _dNLE _dYDXCP _dOCLCQ
015			_aGBB3B0252 _2bnb
016	7		_a016558656 _2Uk
019			_a869524536 _a870416483 _a879494643
020			_a9781137300294 _q(pbk.)
020			_a1137300299 _q(pbk.)
035			_a(OCoLC)875345959 _z(OCoLC)869524536 _z(OCoLC)870416483 _z(OCoLC)879494643
050		4	_aHF5415 _b.M37955 2014
082	0	4	_a658.8 _223
084			_a83.04 _2bcl
100	1		_aMcDonald, Malcolm, _eauthor.
245	1	0	_aMBA marketing / _cMalcolm McDonald, Ailsa Kolsaker.
246	3		_aMaster of Business Administration marketing
246	3	0	_aMarketing
264		1	_aHoundmills, Basingstoke, Hampshire : _bPalgrave Macmillan, _c2014.
300			_axxiii, 517 pages : _billustrations ; _c24 cm.
336			_atext _btxt _2rdacontent
336			_astill image _bsti _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	1		_aPalgrave MBA series
504			_aIncludes bibliographical references and index.
505	0		_aMachine 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.
520			_aThis 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.
650		0	_aMarketing _vTextbooks.
650		0	_aMaster of business administration degree _xExaminations _vStudy guides.
650		0	_aMarketing.
650		0	_aBranding (Marketing)
650		0	_aMarketing _xManagement.
650		7	_aBranding (Marketing) _2fast _0(OCoLC)fst01743755
650		7	_aMarketing. _2fast _0(OCoLC)fst01010167
650		7	_aMarketing _xManagement. _2fast _0(OCoLC)fst01010209
650		7	_aMaster of business administration degree _xExaminations. _2fast _0(OCoLC)fst01200132
655		7	_aStudy guides. _2fast _0(OCoLC)fst01423888
655		7	_aTextbooks. _2fast _0(OCoLC)fst01423863
700	1		_aKolsaker, Ailsa, _eauthor.
830		0	_aPalgrave MBA series.
938			_aYBP Library Services _bYANK _n11122936
029	0		_aAU@ _b000052431395
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029	1		_aNLGGC _b374320306
029	1		_aNZ1 _b15358168
029	1		_aUNITY _b133002101
942			_cBOOK
994			_aZ0 _bSUPMU
948			_hNO HOLDINGS IN SUPMU - 36 OTHER HOLDINGS
596			_a1 2
999			_c7198 _d7198