|
MARKETING MANAGEMENT: A CONTEMPORARY PERSPECTIVE
HOMBURG C. KUESTNER S. KROHMER H. wydawnictwo: MCGRAW-HILL , rok wydania 2008, wydanie I cena netto: 299.00 Twoja cena 284,05 zł + 5% vat - dodaj do koszyka
Marketing Management: A Contemporary Perspective provides a fresh new
perspective on marketing from some of the leading researchers in Europe.
The book offers students and practitioners the comprehensive coverage they need to
make the right decisions to create and implement highly successful marketing strategies.
This exciting new book combines scholarly international research with relevant and
contemporary examples from markets and brands across the world.
The authors combine their experience as researchers and industry consultants to provide
the conceptual and theoretical underpinning of marketing and empirical research, helping
students to understand how marketing concepts can be applied and implemented. The book
covers a full range of industries including business-to-customer, business-to-business,
services marketing, retailing and international marketing from companies around the globe.
Table of Contents
1 Setting the Scene for Marketing
PART ONE Laying the Groundwork: Shaping Marketing Strategies
2 The Key Aspects of Marketing Strategy
3 Analysis of the Initial Strategic Situation
4 Formulation, Evaluation and Selection of Marketing Strategies
End of Part Case Study: Tata Motors Ltd: An Indian Elephant Makes a Foray into the Global
Auto Market
PART TWO The Marketing Mix
5 Product Decisions
6 Pricing: Making Profitable Decisions
7 Sales Decisions
8 Communication Decisions
9 Tying the Knot with Customers
End of Part Case Study Magnum Ice Cream: A Unilever Success Story
PART THREE Marketing in Specific Contexts
10 Business-to-Business Marketing
11 Marketing of Services
12 International Marketing
End of Part Case Study Amazon: International Expansion of an E-tailer
PART FOUR Marketing Implementation
13 Marketing and Sales Organization
14 Marketing and Sales Information Systems
15 Marketing and Sales Management Control
16 Human Resource Management in Marketing and Sales
17 Market Orientation
End of Part Case Study: The Nespresso Story: Success with Coffee Based on Market
Orientation
End of Part Case Study: Bayer CropScience: Aspirin for Crops?
Appendix: Theories and Techniques
664 pages, Hardcover
Po otrzymaniu zamówienia poinformujemy, czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
|