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Strategic marketing management

Author: Chernev, Alexander Publisher: Brightstar Media, 2008.Edition: 3rd ed.Language: EnglishDescription: 251 p. : Graphs/Ill. ; 24 cm.ISBN: 9780979003929Type of document: BookBibliography/Index: Includes bibliographical references and index Previous title: Strategic marketing analysis - Chernev, Alexander - 2007 - Book
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.135 .C44 2008
(Browse shelf)
001242522
Available 001242522
Book Europe Campus
Main Collection
Print HF5415.135 .C44 2008
(Browse shelf)
001218456
Available 001218456
Book Europe Campus
Main Collection
Print HF5415.135 .C44 2008
(Browse shelf)
001195605
Available 001195605
Book Europe Campus
Main Collection
Print HF5415.135 .C44 2008
(Browse shelf)
001196199
Available 001196199
Book Europe Campus
Main Collection
Print HF5415.135 .C44 2008
(Browse shelf)
001196454
Available 001196454
Total holds: 0

Includes bibliographical references and index

Digitized

Strategic Marketing Management Table of Contents Part One The Framework Introduction Marketing as a Business Discipline Chapter 1 The Big Picture Chapter 2 Marketing Strategy Chapter 3 Marketing Tactics Chapter 4 Performance Evaluation and Control 1 3 5 11 19 25 Part Two Strategy 29 31 41 53 63 81 Chapter 5 Managing Company Value Chapter 6 Managing Customer Value Chapter 7 Managing Collaborator Value Chapter 8 Managing the Competition Chapter 9 Identifying Target Customers Part Three Tactics Chapter 10 Managing Products and Services Chapter 11 Managing Brands Chapter 12 Managing Price Chapter 13 Managing Incentives Chapter 14 Managing Communications Chapter 15 Managing Distribution 91 93 101 113 123 133 149 Part Four Applications Chapter 16 Managing Sales Growth Chapter 17 Managing New Products Chapter 18 Managing Product Lines Chapter 19 Managing Product Portfolios Chapter 20 Market Forecasting 159 161 173 187 197 205 Part Five References Chapter 21 Writing a Strategic Marketing Plan Chapter 22 Essential Financial Concepts in Marketing Chapter 23 Essential Marketing Metrics 211 213 223 241

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