ISBN 13 : 978-1-4039-9852-1

Sommaire : Contents
PART 1: THE CHANGING ROLE OF MARKETING
The Role of Marketing in the Firm and in a Market Economy
Market-Driven Management in the Global Market Place
PART 2: UNDERSTANDING CUSTOMER BEHAVIOUR
Customers Needs Analysis
Customer Purchase Behaviour
Measuring Customers' Response
PART 3: IMPLEMENTING STRATEGIC MARKETING
Needs Analysis Through Market Segmentation
Market Attractiveness Analysis
Company Competitive Analysis
Market Targeting and Positioning
Formulating a Marketing Strategy
PART 4: IMPLEMENTING OPERATIONAL MARKETING
New Product Decisions
Brand Management
Distribution Channel Decisions
Battle of the Brands in the B2C Markets
Pricing Decisions
Marketing Communication Decisions
PART 5: IMPLEMENTATION OF MARKET-DRIVEN MANAGEMENT
The Strategic and Operational Marketing Plan
Emerging Values and Issues in Market-Driven Management
Twenty Short Case Studies

Langue : Anglais

Edition : 2ème

Illustration(s) : Schémas ; Tableau(x)

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque