Автор: Kotler Philip Название: A Framework for Marketing Management ISBN: 1292093145 ISBN-13(EAN): 9781292093147 Издательство: Pearson Education Цена: 9584 р. Наличие на складе: Есть у поставщикаПоставка под заказ.
Описание: This helpful text clearly sets out the very best, state-of-the-art strategies in key account management. The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, to analyzing the needs of key accounts. Topics include why key account management has become so critical to commercial success; the role of key management in strategic planning; how companies build profitable relationships with their customers; and what it takes to be a successful key account manager.
Автор: Lee, Kiefer; Carter, Steve Название: Global Marketing Management ISBN: 0199609705 ISBN-13(EAN): 9780199609703 Издательство: Oxford Academ Рейтинг: Цена: 7476 р. Наличие на складе: Поставка под заказ.
Описание: Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.
Автор: Gronroos, Christian Название: Service management and marketing ISBN: 0470028629 ISBN-13(EAN): 9780470028629 Издательство: Wiley Рейтинг: Цена: 5196 р. Наличие на складе: Поставка под заказ.
Описание: Examines customer management in service competition and focuses on adopting a service logic in marketing. This book explains how to manage various organizations as a service business. It includes topics such as: service and relationship perspectives; service and relationship quality; and, service management principles.
Описание: The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (international) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation. Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis. Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.
Автор: Brian Smith Название: Marketing Management Bundle ISBN: 0750683171 ISBN-13(EAN): 9780750683173 Издательство: Elsevier Science Цена: 6892 р. Наличие на складе: Невозможна поставка.
Описание: In one single pack you can find a wealth of resources on marketing management in the "Marketing Management Bundle". The books included are "Marketing
Due Diligence" by Malcolm McDonald, Keith Ward and Brian Smith and "Making Marketing Happen" by Brian Smith, and best-selling texts from leading authors.
Описание: Features an MBA-level course for designing and implementing a customer-focused, `means-end` marketing program. This book provides you with the insights and strategies you need to foster and nurture appropriate brand meanings that retain value in the marketplace and create a benefit framework that encompasses functional and experiential benefits.
Описание: Focuses on the need to analyze the external environment and the competitive marketplace to make strategic market selections and competitive positioning decisions. The most complete, systematic approach to external analysis available. Addresses key current strategy issues, and is noted for its extensive use of business examples.
Описание: CUSTOMER - INFORMATION ABOUT PAST, PRESENT, AND POTENTIAL CUSTOMERS IS THE HEART OF SOUND STRATEGIC PLANS. To develop an integrated view of the customer base, successful executives must understand both marketing concepts and information system architecture. This groundbreaking book explores the emerging field of customer relationship management (CRM) from the crossroads of marketing strategy and information technology. Business students and executives will appreciate both the treatment of relevant marketing and information systems concepts and the coverage of practical techniques for the creation of a successful CRM system.
Описание: "This is truly the ideal companion book to TEnd of Marketing as We Know It. It is the playbook' that allows business leaders to begin transforming their Marketing function and accelerating to realize business results by applying my principles in a systematic and logical way. This systematic and logical way has a new name: Enterprise Marketing Management. " from the Foreword by Sergio Zyman "This is a must-read, especially for senior marketers who want and deserve a seat at the table. It speaks to a key issue of marketing relevancy and provides some new thinking on how to integrate marketing in an organization or enterprise and, in doing so, increase its role and importance in delivering business results. " Dennis Dunlap Chief Executive Officer, American Marketing Association "Finally, a marketing book with guts...Sutton and Klein demystify the so-called art' of marketing and even chart the course beyond the traditional marketing mix, all in pursuit of higher sales. " Deborah Wahl Meyer Corporate Manager, Marketing Communications, Toyota "This is the closest thing to a CMO's handbook ...it should be a mandatory read for all marketing executives from up-and-comers to the most seni " Jerry Noonan Consultant, Spencer Stuart "There's been a lot of money wasted on technology in the hopes of improving sales and marketing. If business executives and technology providers could have read Sutton and Klein's Enterprise Marketing Management first, the outcome would be different. " Joe Liemandt CEO, Trilogy
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