Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new edition includes updated cases and combines scholarly international research with relevant and contemporary examples from markets and brands across the world. The authors combine their experience as researchers and industry consultants to provide the conceptual and…mehr
Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new edition includes updated cases and combines scholarly international research with relevant and contemporary examples from markets and brands across the world. The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Dr. Harley Krohmer ist Habilitand am Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing an der Universität Mannheim.
Prof. Dr. Christian Homburg ist Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre und Marketing I und Direktor des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim sowie Vorsitzender des Wissenschaftlichen Beirats von Prof. Homburg & Partner, Mannheim - einer international tätigen Unternehmensberatung.
Inhaltsangabe
1 Setting the Scene for Marketing PART ONE Laying the Groundwork: Shaping Marketing Strategies 2 The Key Aspects of Marketing Strategy 3 Analysis of the Initial Strategic Situation 4 Formulation, Evaluation and Selection of Marketing Strategies End of Part Case Study: Tesla Motors Inc: Silicon Valley is getting started to e-nable mobility for the masses PART TWO The Marketing Mix 5 Product Decisions 6 Pricing: Making Profitable Decisions 7 Sales Decisions 8 Communication Decisions 9 Tying the Knot with Customers End of Part Case Study: Jagermeister: Teaching an Old Brand New Tricks PART THREE Marketing in Specific Contexts 10 Business-to-Business Marketing 11 Marketing of Services 12 International Marketing End of Part Case Study How Amazon Establishes a Global Reach in E-Tailing PART FOUR Marketing Implementation 13 Marketing and Sales Organization 14 Marketing and Sales Information Systems 15 Marketing and Sales Management Control 16 Human Resource Management in Marketing and Sales 17 Market Orientation End of Part Case Study: Nespresso: How Market Orientation helps create and protect an iconic brand End of Part Case Study: How IBM reinvented itself Appendix: Theories and Technique
1 Setting the Scene for Marketing PART ONE Laying the Groundwork: Shaping Marketing Strategies 2 The Key Aspects of Marketing Strategy 3 Analysis of the Initial Strategic Situation 4 Formulation, Evaluation and Selection of Marketing Strategies End of Part Case Study: Tesla Motors Inc: Silicon Valley is getting started to e-nable mobility for the masses PART TWO The Marketing Mix 5 Product Decisions 6 Pricing: Making Profitable Decisions 7 Sales Decisions 8 Communication Decisions 9 Tying the Knot with Customers End of Part Case Study: Jagermeister: Teaching an Old Brand New Tricks PART THREE Marketing in Specific Contexts 10 Business-to-Business Marketing 11 Marketing of Services 12 International Marketing End of Part Case Study How Amazon Establishes a Global Reach in E-Tailing PART FOUR Marketing Implementation 13 Marketing and Sales Organization 14 Marketing and Sales Information Systems 15 Marketing and Sales Management Control 16 Human Resource Management in Marketing and Sales 17 Market Orientation End of Part Case Study: Nespresso: How Market Orientation helps create and protect an iconic brand End of Part Case Study: How IBM reinvented itself Appendix: Theories and Technique
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