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Macmillan Higher Education

Marketing Management (2nd Edition)

A Value-Creation Process

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Publisher:

Palgrave

Pages: 464
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AVAILABLE FORMATS

Paperback - 9780230240957

04 September 2012

$79.99

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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...

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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 value creation throughout
- More examples to illustrate theory
- Enhanced pedagogy including long case studies and exercises in every chapter

With its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.

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Advanced practical techniques explained
Contemporary European perspective
Helps students develop marketing strategy by following a clear process framework what to analyze, what decisions to take, in what sequence
Includes services and notforprofit marketing issues throughout the book

PART I
Creating Value
Strategic Management and Marketing
Strategic Positioning Step 1
Strategic Positioning Step 2
Strategic Positioning Step 3
Strategic Positioning Step 4
Strategic Branding
Marketing Intelligence
PART II
Product Management
Customer Relationship Management
Advertising
Other Forms of Communication
PART III
Distribution Management
Sales Management
Direct Marketing
Merchandising and Logistics
Promotion
Pricing Decisions.

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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...

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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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