Marketing management : a contemporary perspective / Christian Homburg, Sabine Kuester and Harley Krohmer.

By:

Homburg, Christian [author]

Contributor(s):

Material type: Text

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780077117245
0077117247

Subject(s):

DDC classification:

21 658.8 H.C.M

Contents:

1 Setting the Scene for Marketing PART ONE Laying the Groundwork: Shaping Marketing Strategies 2 The Key Aspects of Marketing Strategy 3 Analysis of the Initial Strategic Situation 4 Formulation, Evaluation and Selection of Marketing Strategies End of Part Case Study: Tata Motors Ltd: An Indian Elephant Makes a Foray into the Global Auto Market PART TWO The Marketing Mix 5 Product Decisions 6 Pricing: Making Profitable Decisions 7 Sales Decisions 8 Communication Decisions 9 Tying the Knot with Customers End of Part Case Study -- Magnum Ice Cream: A Unilever Success Story PART THREE Marketing in Specific Contexts 10 Business-to-Business Marketing 11 Marketing of Services 12 International Marketing End of Part Case Study -- Amazon: International Expansion of an E-tailer PART FOUR Marketing Implementation 13 Marketing and Sales Organization 14 Marketing and Sales Information Systems 15 Marketing and Sales Management Control 16 Human Resource Management in Marketing and Sales 17 Market Orientation End of Part Case Study: The Nespresso Story: Success with Coffee Based on Market Orientation End of Part Case Study: Bayer CropScience: Aspirin for Crops? Appendix: Theories and Techniques

Summary: "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. Marketing Management is an authoritative investigation of contemporary marketing. It is a thorough, carefully crafted, and comprehensive resource that helps to understand and solve the challenges in implementing successful marketing. Professor Thomas S. Robertson, Wharton School Marketing Management combines the best features of a reference and textbook. It skillfully integrates the important conceptual foundations in marketing with practical applications to serve as an essential and excellent book for both marketing students and marketing professionals Read less

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Main library B7	Commerce and business administration ( Marketing )	658.8 H.C.M (Browse shelf(Opens below))	Available		00003508

Formerly CIP. |5 Uk

Includes bibliographical references and index.

1 Setting the Scene for Marketing PART ONE Laying the Groundwork: Shaping Marketing Strategies 2 The Key Aspects of Marketing Strategy 3 Analysis of the Initial Strategic Situation 4 Formulation, Evaluation and Selection of Marketing Strategies End of Part Case Study: Tata Motors Ltd: An Indian Elephant Makes a Foray into the Global Auto Market PART TWO The Marketing Mix 5 Product Decisions 6 Pricing: Making Profitable Decisions 7 Sales Decisions 8 Communication Decisions 9 Tying the Knot with Customers End of Part Case Study --
Magnum Ice Cream: A Unilever Success Story PART THREE Marketing in Specific Contexts 10 Business-to-Business Marketing 11 Marketing of Services 12 International Marketing End of Part Case Study --
Amazon: International Expansion of an E-tailer PART FOUR Marketing Implementation 13 Marketing and Sales Organization 14 Marketing and Sales Information Systems 15 Marketing and Sales Management Control 16 Human Resource Management in Marketing and Sales 17 Market Orientation End of Part Case Study: The Nespresso Story: Success with Coffee Based on Market Orientation End of Part Case Study: Bayer CropScience: Aspirin for Crops? Appendix: Theories and Techniques

"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. Marketing Management is an authoritative investigation of contemporary marketing. It is a thorough, carefully crafted, and comprehensive resource that helps to understand and solve the challenges in implementing successful marketing. Professor Thomas S. Robertson, Wharton School Marketing Management combines the best features of a reference and textbook. It skillfully integrates the important conceptual foundations in marketing with practical applications to serve as an essential and excellent book for both marketing students and marketing professionals Read less

There are no comments on this title.

to post a comment.