Marketing Management
A Contemporary Perspective
2nd Edition
Published on 1. December 2012
Book
Paperback/Softback
641 pages
978-0-07-714604-7 (ISBN)
Description
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.
More details
Edition
2nd edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
Professional and scholarly
Dimensions
Height: 261 mm
Width: 197 mm
Thickness: 27 mm
Weight
1205 gr
ISBN-13
978-0-07-714604-7 (9780077146047)
Schweitzer Classification
Other editions
Previous edition
Book
11/2008
McGraw Hill Higher Education
€66.84
Article exhausted; check for reprint
Content
1 Setting the Scene for MarketingPART 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
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