Gregory Whitwell,
G Whitwell,
Bryan A. Lukas,
Peter Doyle
e.a.
Marketing Management – a Strategic, value–based approach
A Value–Based Approach
Paperback Engels 2003 9780470800966
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
This text is the Australasian adaptation of Peter Doyle?s Value–Based Marketing. It reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in most of today?s leading companies is to maximize long–term returns to shareholders. This book redefines marketing?s role as contributing to this task of shareholder value creation. It explores how marketing planning and decisions about brands, pricing, communications, distributions, and the Internet drive corporate value. This step–by–step guide provides practical ways to develop marketing strategies that generate growth and shareholder value.
Specificaties
ISBN13:9780470800966
Taal:Engels
Bindwijze:paperback
Aantal pagina's:472
Uitgever:John Wiley & Sons
Hoofdrubriek:Reclame en verkoop, Algemeen management
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
Table of Contents
<br />
<br /> Part 1. A new basis for marketing management
<br /> 1. Marketing and shareholder value
<br /> 2. The shareholder value approach
<br /> 3. Marketing?s value base
<br /> Part 2. Deciding where to compete
<br /> 4. Value–based marketing strategy
<br /> 5. Strategic position assessment
<br /> 6. Strategic focus assessment (added)
<br /> Part 3. Deciding how to compete
<br /> 7. Brands
<br /> 8. Prices
<br /> 9. Products (added)
<br /> 10. Distribution (added)
<br /> 11. Promotion and communication
<br /> 12. Internet marketing
<br />
<br /> Part 1. A new basis for marketing management
<br /> 1. Marketing and shareholder value
<br /> 2. The shareholder value approach
<br /> 3. Marketing?s value base
<br /> Part 2. Deciding where to compete
<br /> 4. Value–based marketing strategy
<br /> 5. Strategic position assessment
<br /> 6. Strategic focus assessment (added)
<br /> Part 3. Deciding how to compete
<br /> 7. Brands
<br /> 8. Prices
<br /> 9. Products (added)
<br /> 10. Distribution (added)
<br /> 11. Promotion and communication
<br /> 12. Internet marketing
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Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan