Kenneth Le Meunier-Fitzhugh

Marketing: A Very Short Introduction

Sprecher: Cooper, Mike

• MP3-CD

Produktdetails

• Verlag: Tantor
• Gesamtlaufzeit: 248 Min.
• Erscheinungstermin: 20. April 2021
• Sprache: Englisch
• ISBN-13: 9798200709885
• Artikelnr.: 63335823

Autorenporträt

Kenneth Le Meunier-FitzHugh holds a PhD from the University of Warwick in Marketing and Strategic Management and is currently an Associate Professor in Marketing at the University of East Anglia. His research focuses on improving the interface between sales and marketing management, for which he has an international reputation. He has a number of publications in key academic journals, including the Journal of Business Research, Journal of Industrial Marketing Management, European Journal of Marketing, and Journal of Personal Selling and Sales Management. His previous works include The Oxford Handbook of Strategic Sales and Sales Management (with David W. Cravens & Nigel F Piercy, OUP, 2011) Creating Effective Sales and Marketing Relationships (with Leslie Caroline Le Meunier-FitzHugh, Business Expert Press, 2015), and Achieving a Strategic Sales Focus: Contemporary Issues and Future Challenges (with Tony Douglas, OUP, 2016).

Inhaltsangabe

1: The nature of marketing
2: Market research
3: Marketing segmentation, targeting and positioning, and the role of branding
4: Customer and buyer behaviour and the value proposition
5: Marketing promotions (communications) and social media
6: Price and managing channels
7: Product, new product development and service marketing
8: The changing nature of marketing
Final reading
Index