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…
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Produktdetails
Weitere Autoren: Dubois, Pierre-Louis / Flores, Laurent / Mühlbacher, Hans
- ISBN: 978-0-230-24095-7
- EAN: 9780230240957
- Produktnummer: 11439364
- Verlag: Macmillan Education UK
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 464 S.
- Masse: H27.9 cm x B21.0 cm x D2.4 cm 1'122 g
- Auflage: 2nd ed. 2012
- Abbildungen: Paperback
- Gewicht: 1122
Über den Autor
ALAIN JOLIBERT Professor of Marketing at Université Pierre Mendes, Grenoble, France, a leading figure in the Association Française de Marketing and Editor of the French journal Recherches et Applications en Marketing. HANS MÜHLBACHER Professor of Business Administration at Leopold-Franzens-University, Innsbruck, Austria. He has been Visiting Professor at many institutions in France and the USA. He has been President of the European Academy of Marketing and is a consultant to major firms. LAURENT FLORES Founder of CRMMETRIX, a company that specializes in measuring digital marketing effectiveness for Fortune 500 companies worldwide from its New York, Cincinnati, Paris and Singapore offices. Dr. Flores is Professor of Marketing at INSEEC Business School. PIERRE-LOUIS DUBOIS Professor at Université Panthéon-Assas Paris, France, founding Editor of the journal Recherches et Applications en Marketing and a consultant to major companies.
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