Marketing management
Subtitle: a value-creation process
By: Alain Jolibert ... [et al.].
Edition: 2nd ed.
Publisher: Palgrave Macmillan
Published: 2012
Place of publication: Houndmills, Basingstoke; New York, NY
Language: eng
ISBN-13: 9780230240957
Subjects: Marketing; Management
Notes: Rev. ed. of: Marketing management : a value creation process / Pierre-Louis Dubois, Alain Jolibert, Hans Mühlbacher. 2007.

Includes index.
Table of contents: title: Creating value; title: Strategic management and marketing; title: Strategic positioning step 1; title: Strategic positioning step 2; title: Strategic positioning step 3; title: Strategic positioning step 4; title: Strategic branding; title: Marketing intelligence; title: Product management; title: Customer relationship management; title: Advertising; title: Other forms of communication; title: Distribution management; title: Sales management; title: Direct marketing; title: Merchandising and logistics; title: Promotion; title: Pricing decisions.