Frameworks for Market Strategy: European Edition

ISBN-13: 9781138889187 / Angielski / Twarda / 2016 / 592 str.

Noel Capon

Opis

This book helps students understand how to develop and implement a marketing strategy and how to manage the marketing process. The book provides a solid foundation in marketing management, both for future marketers, and for senior executives.

Spis treści

Section I: Marketing and the Firm  1. Introduction to Managing Marketing  2. The Value of Customers  Section II: Fundamental Insights for Strategic Marketing  3. Market Insight  4. Customer Insight  5. Insight about Competitors, Company, and Complementers  6. Marketing Research  Section III: Strategic Marketing  7. Identifying and Choosing Opportunities  8. Market Segmentation and Targeting  9. Market Strategy - Integrating Firm Efforts for Marketing Success  10. Managing through the Life Cycle  11. Managing Brands  Section IV: Implementing the Market Strategy  Part A: Providing Customer Value  12. Managing the Product Line  13. Managing Services and Customer Service  14. Developing New Products  Part B: Communicating Customer Value  15. Integrated Marketing Communications  16. Mass Communication  17. Digital Marketing  18. Directing and Managing the Field Sales Effort Part C: Delivering Customer Value  19. Distribution Decisions  20. Retailing and Wholesaling  Part D: Getting Paid For Customer Value 21. Critical Underpinnings of Pricing Decisions  22. Setting Prices  23. Ensuring the Firm Implements the Market Offer as Planned  24. Monitoring & Controlling Firm Performance and Functioning  25. International, Regional, and Global Marketing  26. Ethical, Legal, and Socially Responsible Decisions in Marketing

O autorze

Noel Capon is the R.C. Kopf Professor of International Marketing at Columbia Business School, USA. He has published more than 60 articles and book chapters, and more than 30 books in English, Chinese, Russian, and Spanish. He has taught at schools around the world, including in Great Britain, Australia, China, France, and India. Frank Go is the Bewetour Emeritus Professor of Tourism Marketing at Rotterdam School of Management, Erasmus University, the Netherlands. He serves on the Board of the Service Leadership Institute, and Customer Connection.