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.
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
Inhaltsangabe
Chapter 1 Introduction to Marketing Management Chapter 2 Competitive Dynamics Chapter 3 Customer Behavior Chapter 4 Marketing Communication Chapter 5 Customer Portfolio Management Chapter 6 Product Category Management Chapter 7 Brand Management Chapter 8 Developing the Strategic Marketing Plan
