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.

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Produktbeschreibung

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.

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Produktdetails

Produktdetails
Verlag: SAGE Publications
Erscheinungstermin: 20. November 2024
Englisch
ISBN-13: 9781529675580
Artikelnr.: 72260614

Produktdetails

Verlag: SAGE Publications
Erscheinungstermin: 20. November 2024
Englisch
ISBN-13: 9781529675580
Artikelnr.: 72260614

Herstellerkennzeichnung

Autorenporträt

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

Inhaltsangabe

Marketing Management (eBook, PDF)

A Customer-Centric Approach

Marketing Management (eBook, PDF)

A Customer-Centric Approach

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