MBA marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Houndmills, Basingstoke
Palgrave Macmillan
2014
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 517 S. graph. Darst. |
| ISBN: | 9781137300294 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804152160875708416 |
|---|---|
| adam_text | Titel: MBA marketing
Autor: McDonald, Malcolm
Jahr: 2014
CONTENTS
List of Tables and Figures ix
Acknowledgements xv
Introduction xvi
PART I Defining the Market, Target Audiences and Customer Value
1 Types of Marketing 3
2 Consumer Behaviour 22
3 Organizational Buying Behaviour 40
4 Marketing Research 58
5 Market Segmentation 75
6 Competitive Analysis 92
PART II Creating the Value Proposition
7 Marketing Planning 109
8 Defining Marketing Objectives and Strategies 132
9 Product Portfolio Strategy 151
10 Strategic Brand Management 174
11 Pricing Strategy 196
12 Communications Strategy 217
13 Key Account Strategy 239
PART III Delivering Value
14 Managing Marketing Relationships
15 Customer Retention Strategy
263
284
16 Sales Force Strategy
17 Channel Strategy
18 Distribution Strategy
19 Customer Service Strategy
20 Electronic Marketing
PART IV Monitoring Value
21 Marketing Information and Control
22 Measuring Marketing Effectiveness
PART V Enhancing Value
23 Organizational Structure and Culture
24 Marketing Ethics
Conclusion
Index
310
334
363
379
398
425
443
461
480
493
502
|
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| isbn | 9781137300294 |
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| spelling | McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut MBA marketing Malcolm McDonald ; Ailsa Kolsaker 1. publ. Houndmills, Basingstoke Palgrave Macmillan 2014 XXIII, 517 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Kolsaker, Ailsa Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027272115&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | MBA marketing |
| title_auth | MBA marketing |
| title_exact_search | MBA marketing |
| title_full | MBA marketing Malcolm McDonald ; Ailsa Kolsaker |
| title_fullStr | MBA marketing Malcolm McDonald ; Ailsa Kolsaker |
| title_full_unstemmed | MBA marketing Malcolm McDonald ; Ailsa Kolsaker |
| title_short | MBA marketing |
| title_sort | mba marketing |
| topic | Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing |
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