MBA marketing. (2014)

• Record Type: Book
• Other Titles: Master of Business Administration marketing; Marketing
• Further Information: Note: Malcolm McDonald, Ailsa Kolsaker.
• Authors: McDonald, Malcolm; Kolsaker, Ailsa
• Contents: Cover; Contents; List of Tables and Figures; Acknowledgements; Introduction; Part I: Defining the Market, Target Audiences and Customer Value; 1 Types of Marketing; 2 Consumer Behaviour; 3 Organizational Buying Behaviour; 4 Marketing Research; 5 Market Segmentation; 6 Competitive Analysis; Part II: Creating the Value Proposition; 7 Marketing Planning; 8 Defining Marketing Objectives and Strategies; 9 Product Portfolio Strategy; 10 Strategic Brand Management; 11 Pricing Strategy; 12 Communications Strategy; 13 Key Account Strategy; Part III: Delivering Value 14 Managing Marketing Relationships15 Customer Retention Strategy; 16 Sales Force Strategy; 17 Channel Strategy; 18 Distribution Strategy; 19 Customer Service Strategy; 20 Electronic Marketing; Part IV: Monitoring Value; 21 Marketing Information and Control; 22 Measuring Marketing Effectiveness; Part V: Enhancing Value; 23 Organizational Structure and Culture; 24 Marketing Ethics; Conclusion; Index
• Publisher Details: Houndmills, Basingstoke, Hampshire : Palgrave Macmillan
• Publication Date: 2014
• Extent: 1 online resource (xxiii, 517 pages ), illustrations
• Subjects: 658.8; General; Branding (Marketing); Marketing; Marketing -- Management; Master of business administration degree -- Examinations; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Reference; Business & management; Economics, finance, business & management; Marketing -- Textbooks; Master of business administration degree -- Examinations -- Study guides; Marketing; Branding (Marketing); Marketing -- Management; Study guides; Textbooks; Electronic books
• Languages: English
• ISBNs: 9781137300287; 1137300280
• Related ISBNs: 9781137300294; 1137300299
• Notes: Note: Includes bibliographical references and index.; Note: Description based on print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.