Marketing management : a contemporary perspective
著者
書誌事項
Marketing management : a contemporary perspective
（McGraw-Hill higher education）
McGraw-Hill, c2009
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注記
"Published by McGraw-Hill Education"--T.p. verso
Includes bibliographical references and index
内容説明・目次
内容説明
Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe.The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant and contemporary examples from markets and brands across the world.The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe.Marketing Management is an authoritative investigation of contemporary marketing. It is a thorough, carefully crafted, and comprehensive resource that helps to understand and solve the challenges in implementing successful marketing.Professor Thomas S. Robertson, Wharton School
Marketing Management combines the best features of a reference and textbook. It skillfully integrates the important conceptual foundations in marketing with practical applications to serve as an essential and excellent book for both marketing students and marketing professionals. Hubert Gatignon, Professor of Marketing, INSEAD
目次
1 Setting the Scene for Marketing PART ONE Laying the Groundwork: Shaping Marketing Strategies
2 The Key Aspects of Marketing Strategy
3 Analysis of the Initial Strategic Situation
4 Formulation, Evaluation and Selection of Marketing Strategies
End of Part Case Study: Tata Motors Ltd: An Indian Elephant Makes a Foray into the Global Auto Market
PART TWO The Marketing Mix
5 Product Decisions
6 Pricing: Making Profitable Decisions
7 Sales Decisions
8 Communication Decisions
9 Tying the Knot with Customers
End of Part Case Study - Magnum Ice Cream: A Unilever Success Story
PART THREE Marketing in Specific Contexts
10 Business-to-Business Marketing
11 Marketing of Services
12 International Marketing
End of Part Case Study - Amazon: International Expansion of an E-tailer
PART FOUR Marketing Implementation
13 Marketing and Sales Organization
14 Marketing and Sales Information Systems
15 Marketing and Sales Management Control
16 Human Resource Management in Marketing and Sales
17 Market Orientation
End of Part Case Study: The Nespresso Story: Success with Coffee Based on Market Orientation
End of Part Case Study: Bayer CropScience: Aspirin for Crops?
Appendix: Theories and Techniques
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