Market-driven management strategic and operational marketing

The marketing concept -- The market orientation concept -- The impact of globalization -- Emerging values and issues -- Customers' needs analysis -- The customer purchase behaviour -- Measuring customers' response -- Needs analysis through market segmentation -- Market attractiveness analy...

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Bibliographische Detailangaben
1. Verfasser:	Lambin, Jean-Jacques (VerfasserIn)
Weitere Verfasser:	Schuiling, Isabelle (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	Basingstoke u.a. Palgrave Macmillan 2012
Ausgabe:	3. ed.
Schlagworte:	Marketingmanagement > Marketing > Management > Lehrbuch > Strategisches Management
Online Zugang:	Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:	The marketing concept -- The market orientation concept -- The impact of globalization -- Emerging values and issues -- Customers' needs analysis -- The customer purchase behaviour -- Measuring customers' response -- Needs analysis through market segmentation -- Market attractiveness analysis -- Company competitiveness analysis -- Market targeting and positioning decisions -- Formulating a marketing strategy -- New product decisions -- Brand management -- Distribution channel decisions -- The battle of the brands in B2C markets -- Pricing decisions -- Marketing communication decisions -- Advertising offline and online decisions -- Measuring marketing performance -- The strategic and operational marketing plan.
Beschreibung:	XXV, 590 S. graph. Darst. 25 cm
ISBN:	0230276024 0-230-27602-4 9780230276024 978-0-230-27602-4