Marketing Management: A Value-Creation Process

ISBN-13: 9780230240957 / Angielski / Miękka / 2012 / 464 str.

Alain Jolibert

Opis

Marketing Management 2nd edition offers comprehensive coverage of both strategic and operational marketing issues using contemporary, global examples. It demonstrates clearly how marketing processes can contribute to the creation of value for the stakeholders of every business organization as well as for the organization itself.

Spis treści

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.

O autorze

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.

Blurb

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.