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Market-Driven Management : strategic and operational marketing.
Appartenance & droits
LAMBIN Jean-Jacques ; CHUMPITAZ Ruben ; SCHUILING Isabelle
2007
477
121.55-LAMBI
MARKETING MANAGEMENT ; STRATEGY ; CONSUMER BEHAVIOR ; MARKETING PLAN ; SEGMENTATION ; COMPETITIVENESS ; DISTRIBUTION ; PRICE ; COMMUNICATION ; ADVERTISING ; CASE
| No. | Call n° | Bar code | Commentary | |
|---|---|---|---|---|
| 1 | [available] |
ISBN 13 : 978-1-4039-9852-1
Contents : 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
Language : English
Print : 2ème
Figure(s) : Schémas ; Tableau(x)
Location : Nice Library
Material : Paper
Statement : Présent
Owner : Bibliothèque