Marketing Management: Text and Cases

S Jayachandran

Verlag: Excel Books, 2004
ISBN 10: 8174463623 / ISBN 13: 9788174463623
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This book is appropriate as a core textbook for Marketing Management in Post Graduate programmes including MBA. The text provides right from the basics in Marketing to Analysis and Application of Strategic Tools in Marketing Management. Core Features Structure : Six parts with 20 chapters Objective: Make the readers to understand marketing theory & concepts and prepare them as tomorrow`s marketing managers, academicians etc., Style: Simple and lucid style to understand theory and concepts with live corporate examples. Focus: As core text book to post graduate students-MBA, M Com, M A, M Tech etc. Delighting Features (Value Addition) v Each part underlies a specific objective. v Each chapter starts with a marketing profile of leading corporate house with web address. This enables the reader to understand what is a corporate house, what are their businesses, what are their marketing and operating philosophies, v Summary of each chapter makes the reader to grasp the chapter contents with easy effort. v Each chapter has questions for discussion, preparing the students well for examination. v Each chapter ends with practical exercises for critical analysis and thinking which makes the reader to think critically. v Case Studies lead the reader to improve his/her analytical skills and practical knowledge. Contents Include: Unit I ?Emerging Global Trends in Marketing?/A Review of Current Trends in Global Economic and Marketing Environment/MNCs and their Strategies/Unit II Basics in Marketing Management/From Barter to Complex Marketing-A Historical Perspective/Marketing?Core concepts, Scope and as a Discipline/Marketing?Functions, Tasks and Philosophies/Unit III Basics in Strategic Marketing/The Company`s Marketing Environment/Corporate Strategic Planning and Marketing/Research For Marketing Infor Printed Pages: 522. Buchnummer des Verkäufers 29931

Bibliografische Details

Titel: Marketing Management: Text and Cases
Verlag: Excel Books
Erscheinungsdatum: 2004
Einband: Softcover
Zustand: New

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Warren J. Keegan Mark Green
Verlag: Prentice Hall International series in marketing Case studies Auflage: 0007 (Juli 2001) (2001)
ISBN 10: 0130332712 ISBN 13: 9780130332714
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Buchbeschreibung Prentice Hall International series in marketing Case studies Auflage: 0007 (Juli 2001), 2001. Hardcover. Buchzustand: gut. Auflage: 0007 (Juli 2001). e-marketing globalization Asia Pacific Marketing Federation advertising promotion selling public relations sales promotion direct marketing trade shows sponsorship Social Architecture business executives For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing. "In the seventh edition of his successful text, Warren Keegan offers a unique blend of managerial relevance, up-todate examples and theoretical insight. This text is a pleasure to read for students and practitioners alike. Once again, this edition convincingly demonstrates why Warren Keegan's text stands out from the crowd." — Professor Bodo B. Schlegelmilch, Editor, Journal of International Marketing Chair of International Marketing and Management, Vienna University of Economics and Business Administration "Warren Keegan's new edition of Global Marketing Management will be a classic text, for its scope, breadth, and insights. He takes the reader with ease, clarity and high competence from the fundamentals of Global Marketing Management to the frontiers of Global e-marketing. In a digitizing world, where the globalization of marketing will be increasingly instantaneous and irreversible, Keegan's book, I predict, will be essential reading and an indispensable reference." Howard V. Perlmutter, Ph.D, Emeritus Professor of Social Architecture and Management, The Wharton School "Keegan's Global Marketing Management, Seventh Edition, is an impressive revision of the classic work on global marketing and is without question the world's leading textbook for students and reference for business executives on international and global marketing. Warren Keegan covers everything, from the fundamental concepts; tools and core issues to the contemporary up to the minute 'hot' topics. Keegan is the world's leading 'guru' on Global Marketing and he shares his vast understanding and knowledge in this impressive revision." — Hermawan Kartajaya, Governor, Asia Pacific Marketing Federation "Warren Keegan is to global marketing what Philip Kotler is to marketing. As a student, then as a teacher, Keegan was my hero and there is still no one who comes anywhere near him for depth, excitement, clarity, and vision. This seventh edition is a book that stands head and shoulders above all others. It pushes the state-of-the-art to even new frontiers. For anyone interested in global marketing, whether student, teacher, or practitioner, this book is a must." Professor Malcolm H.B. McDonald, Professor of Marketing Strategy and Deputy Director, Cranfield School of Management This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and po. Artikel-Nr. BN1780

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