MBA marketing
Author(s)
Bibliographic Information
MBA marketing
(Palgrave MBA series)
Palgrave Macmillan, 2014
Available at 3 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
Table of Contents
PART I: DEFINING THE MARKET, TARGET AUDIENCES AND CUSTOMER VALUE.- 1. Types of Marketing.- 2. Consumer Behaviour.- 3. Organizational Buying Behaviour.- 4. Market Research.- 5. Market Segmentation.- 6. Competitive Analysis.- PART II: CREATING THE VALUE PROPOSITION.- 7. Marketing Planning.- 8. Defining Marketing Objectives and Strategies.- 9. Product Portfolio Strategy.- 10. Strategic Brand Management.- 11. Pricing Strategy.- 12. Communications Strategy.- 13. Key Account Strategy.- PART III: DELIVERING VALUE.- 14. Managing Marketing Relationships.- 15. Customer Retention Strategy.- 16. Sales Force Strategy.- 17. Channel Strategy.- 18. Distribution Strategy.- 19. Customer Service Strategy.- 20. Electronic Marketing.- PART IV: MONITORING VALUE.- 20. Marketing Information and Control.- 21. Measuring Marketing Effectiveness.- PART V: ENHANCING VALUE.- 22. Organizational Structure and Culture.- 23. Marketing Ethics.
by "Nielsen BookData"