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Strategic marketing management : the framework / Alexander Chernev

By: Chernev, Alexander.
Material type: materialTypeLabelBookPublisher: Chicago, IL : Cerebellum Press, 2019Edition: 10th ed.Description: vi, 313 p.ISBN: 9781936572595.Subject(s): ADMINISTRACION DE MERCADEO | PLANIFICACION ESTRATEGICADDC classification: 658.8
Contents:
PART I: THE FRAMEWORK FOR MARKETING MANAGEMENT. 1. Marketing as a Business Discipline. 2. Marketing Strategy and Tactics. 3. Marketing Planning and Management. PART II: DEVELOPING A MARKETING STRATEGY. 4. Identifying Target Customers. 5. Developing a Customer Value Proposition. 6. Creating Company Value. PART III: DESIGNING VALUE. 7. Managing Products. 8. Managing Services. 9. Managing Brands. 10. Managing Price. 11. Managing Incentives. PART IV: COMMUNICATING AND DELIVERING VALUE. 12. Managing Communication. 13. Managing Distribution Channels. PART V: MANAGING GROWTH. 14. Gaining and Defending Market Position. 15. Developing New Market Offerings. 16. Managing Product Lines. PART VI: MARKETING TOOLBOX. (Appendix A) Segmentation and Targeting Workbook. (Appendix B) The Business Model Workbook .
List(s) this item appears in: SOLICITUD 2019 1121200 INGENIERIA INDUSTRIAL
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Item type Current location Collection Call number Copy number Status Date due Barcode Item holds
Libro General Libro General Biblioteca General-Calle 100
Centro de procesado
Colección General 658.8 C43s 10a. ed. (Browse shelf) Ej. 1 En Procesos Técnicos 52898
Libro General Libro General Biblioteca General-Calle 100
Centro de procesado
Colección General 658.8 C43s 10a. ed. (Browse shelf) Ej. 2 En Procesos Técnicos 52899
Libro General Libro General Biblioteca General-Calle 100
Centro de procesado
Colección General 658.8 C43s 10a. ed. (Browse shelf) Ej. 3 En Procesos Técnicos 52900
Libro General Libro General Biblioteca General-Calle 100
Centro de procesado
Colección General 658.8 C43s 10a. ed. (Browse shelf) Ej. 4 En Procesos Técnicos 52901
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PART I: THE FRAMEWORK FOR MARKETING MANAGEMENT. 1. Marketing as a Business Discipline. 2. Marketing Strategy and Tactics. 3. Marketing Planning and Management. PART II: DEVELOPING A MARKETING STRATEGY. 4. Identifying Target Customers. 5. Developing a Customer Value Proposition. 6. Creating Company Value. PART III: DESIGNING VALUE. 7. Managing Products. 8. Managing Services. 9. Managing Brands. 10. Managing Price. 11. Managing Incentives. PART IV: COMMUNICATING AND DELIVERING VALUE. 12. Managing Communication. 13. Managing Distribution Channels. PART V: MANAGING GROWTH. 14. Gaining and Defending Market Position. 15. Developing New Market Offerings. 16. Managing Product Lines. PART VI: MARKETING TOOLBOX. (Appendix A) Segmentation and Targeting Workbook. (Appendix B) The Business Model Workbook .

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