Fred Selnes, Even Johan Lanseng

Gebundenes Buch

Marketing Management

A Customer-Centric Approach

Beschreibung

This textbook introduces students to the field of marketing management by drawing on a customer-centric approach that best reflects the way marketing is conceptualised and practiced today.

Autor

Fred Selnes is professor at BI Norwegian Business School. He holds a bachelor s degree in business administration from BI, a Master of Science degree in marketing from Northwestern University and a doctoral degree from Norwegian School of Business Administration (NHH). He has published in leading journals such as the Journal of Marketing, Journal of Service Research and Journal of Business Research. Research interests include strategic marketing, customer relationship management and branding. In parallel with the academic work, Fred Selnes has been a leading management consultant in strategic marketing for more than hundred companies across numerous industries. He has also started several companies and the latest being CPM Analytics located in Oslo. The company provides services in data engineering, modeling, and analytics aimed to improve efficiency and effectiveness in sales, marketing, branding, distribution, and customer service.

Produktdetails

• Verlag: SAGE Publications Ltd
• Seitenzahl: 360
• Erscheinungstermin: 14. Dezember 2024
• Englisch
• Abmessung: 252mm x 194mm x 24mm
• Gewicht: 897g
• ISBN-13: 9781529624250
• ISBN-10: 1529624258
• Artikelnr.: 70944140

Rezensionen

The book felt like a great fit for my marketing module because it explains the key concepts in a clear and engaging way that really connects with what we're covering. Nektarios Tzempelikos Anglia Ruskin University 20250623