Marketing management /
| Other Authors: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Harlow, England :
Pearson,
2012
|
| Edition: | 2nd ed. |
| Subjects: |
Table of Contents:
- Preface
- Acknowledgements
- Publisher's acknowledgements
- Introduction to marketing
- Understanding marketing management within a global context
- Developing marketing strategies and plans
- Managing digital technology in marketing
- Capturing marketing insights
- The changing marketing environment and information management
- Managing market research and forecasting
- Analysing consumer markets
- Analysing business markets
- Dealing with competition
- Connecting with customers
- Seeking and developing target marketing differentiation strategies
- Creating customer value, satisfaction and loyalty
- Building strong brands
- Creating and managing brands and brand equity
- Digital and global brand management strategies
- Designing, developing, and managing market offerings
- Shaping the market offering
- Designing, developing and managing market offerings
- Introducing new market offerings
- Developing and managing pricing strategies
- Delivering value
- Designing and managing integrated marketing channels and global value networks
- Managing process, people, and physical evidence at the consumer interface
- Communicating value
- Designing and managing marketing communications
- Managing mass and personal communications
- Managing marketing implementation and control
- Implementing marketing management
- Managing marketing metrics
- Glossary
- Name index
- Organisation and brand index