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Marketing Management

The Big Picture

Paperback Engels 2014 9781118014554
Verwachte levertijd ongeveer 8 werkdagen

Samenvatting

Marketing Management: The Big Picture organizes traditional Marketing Management theory and practice in a conceptually appealing way. The use of well–known examples and consumer commercials throughout the content ensures students will commit to memory and innovative method for structuring and solving marketing problems. The framework constitutes a disciplined approach to connecting marking variables to each other, inextricably linking marketing strategy concepts with their executional implications.

Specificaties

ISBN13:9781118014554
Taal:Engels
Bindwijze:paperback
Aantal pagina's:432
Uitgever:John Wiley & Sons

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Inhoudsopgave

Chapter 1 – Tools and Responsibilities

Chapter 2 – The Business Objective

Chapter 3 – The Marketing Objective: Customer Focus

Chapter 4 – Source of Volume:  Competitive Focus

Chapter 5 – Segmentation

Chapter 6 – Targeting

Chapter 7 – Positioning

Chapter 8 – Product

Chapter 9 – Service as Product

Chapter 10 – Marketing Communications

Chapter 11 – Pricing

Chapter 12 – Channels

Chapter 13 – Integrated Market Research

Chapter 14 – Marketing Metrics

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        Marketing Management