Marketing management : a value-creation process
Alain Jolibert; Hans Mühlbacher; Laurent Florès; Pierre-Louis Dubois
| Year of publication: |
2012 ; 2nd edition
|
|---|---|
| Authors: | Jolibert, Alain ; Mühlbacher, Hans ; Florès, Laurent ; Dubois, Pierre-Louis |
| Publisher: |
Houndmills, Basingstoke : Palgrave Macmillan |
| Subject: | Marketingmanagement | Marketing management | Strategisches Management | Strategic management |
| Description of contents: | Table of Contents [swbplus.bsz-bw.de] ; Description [swbplus.bsz-bw.de] |
| Extent: | XX, 441 S. graph. Darst. 28 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook |
| Language: | English |
| Notes: | Includes index Previous ed. by Pierre-Louis Dubois, Alain Jolibert, Hans Mühlbacher. Basingstoke : Palgrave Macmillan, 2007. - Includes bibliographical references and index Creating value -- Strategic management and marketing -- Strategic positioning step 1 -- Strategic positioning step 2 -- Strategic positioning step 3 -- Strategic positioning step 4 -- Strategic branding -- Marketing intelligence -- Product management -- Customer relationship management -- Advertising -- Other forms of communication -- Distribution management -- Sales management -- Direct marketing -- Merchandising and logistics -- Promotion -- Pricing decisions. |
| ISBN: | 978-0-230-24095-7 ; 0-230-24095-X |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009582249