Marketing management
Subtitle: a contemporary perspective
By: Christian Homburg, Sabine Kuester and Harley Krohmer
Contributors: Kuester, Sabine; Krohmer, Harley
Publisher: McGraw-Hill Higher Education
Published: 2009
Place of publication: London
Language: eng
Number of pages: 642
ISBN-13: 9780077117245
Subjects: Marketing; Management; Marketingmanagement
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 book 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."--Publisher's website.
Notes: Includes bibliographical references and index.
Table of contents: title: 1.; title: Setting the Scene for Marketing -- -- Part One.; title: Laying the Groundwork: Shaping Marketing Strategies -- -- 2.; title: The Key Aspects of Marketing Strategy -- -- 3.; title: Analysis of the Initial Strategic Situation -- -- 4.; title: Formulation, Evaluation and Selection of Marketing Strategies -- -- Part Two.; title: The Marketing Mix -- -- 5.; title: Product Decisions -- -- 6.; title: Pricing: Making Profitable Decisions -- -- 7.; title: Sales Decisions -- -- 8.; title: Communication Decisions -- -- 9.; title: Tying the Knot with Customers -- -- Part Three.; title: Marketing in Specific Contexts -- -- 10.; title: Business-to-Business Marketing -- -- 11.; title: Marketing of Services -- -- 12.; title: International Marketing -- -- Part Four.; title: Marketing Implementation -- -- 13.; title: Marketing and Sales Organization -- -- 14.; title: Marketing and Sales Information Systems -- -- 15.; title: Marketing and Sales Management Control -- -- 16.; title: Human Resource Management in Marketing and Sales -- -- 17.; title: Market Orientation -- -- Appendix.; title: Theories and Techniques.