Marketing Management
A Value-Creation Process
Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation.Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner.New to this edition:- New coverage of technology applications and developments and B2B marketing- Consistent focus on v…
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Produktdetails
Weitere Autoren: Mühlbacher, Hans / Flores, Laurent / Dubois, Pierre-Louis
- ISBN: 978-0-230-36367-0
- EAN: 9780230363670
- Produktnummer: 37741107
- Verlag: Bloomsbury UK
- Sprache: Englisch
- Erscheinungsjahr: 2017
- Seitenangabe: 464 S.
- Plattform: PDF
- Auflage: 2. Auflage
Über den Autor
ALAIN JOLIBERT is Professor of Marketing at Université Pierre Mendes, Grenoble, France.
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