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Marketing management / Yusniza Kamarulzaman, Nor Khalidah Abu.

By: Contributor(s): Material type: TextTextLanguage: English Series: Oxford revision seriesPublication details: Malaysia : Oxford University Press, 2017.Edition: First editionDescription: xi, 443 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9789671463604
Subject(s): LOC classification:
  • HF5415.13 K12 2017
Online resources:
Contents:
Defining marketing management -- Developing marketing strategies and plans -- Marketing information systems and environmental analysis -- Marketing research and forecasting demand -- Consumer market analysis -- Business market analysis -- Competitor analysis -- Market segmentation, targeting and positioning -- Product strategy -- New product development -- Services management -- Pricing strategy -- Distribution channel strategy -- Integrated marketing communications strategy -- Global marketing -- Relationship marketing and customer -- Relationship management -- Marketing ethics.
Summary: "The Oxford Revision Series: Marketing Management is ideal for students preparing for examinations. It summarizes key concepts and practices of marketing management which are essential to understanding this important subject. This book provides a succinct exposition of all the main topics in marketing management, and is divided into four parts: understanding marketing management, analyzing marketing opportunities, managing the marketing mix, and managing current issues. The chapters on services management, global marketing and marketing ethics reflect the latest developments in the field. Key Features: Designed in line with the undergraduate syllabus of marketing management. Wide topic coverage suitable for quick revision of marketing management. Provides case studies and current examples from Malaysia and across the globe. Includes discussion questions and answer guides in every chapter for better grasp of topics. Highlights important concepts using suitable charts, tables and figures for quick review and recall."--Back cover.
List(s) this item appears in: New Print Books 2022
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Holdings
Item type Current library Collection Call number Materials specified URL Status Notes Date due Barcode
Books Books Ladislao N. Diwa Memorial Library Reserve Section Non-fiction RUS HF5415.13 K12 2017 (Browse shelf(Opens below)) Link to resource Room use only 77707 00079828

Includes index.

Defining marketing management -- Developing marketing strategies and plans -- Marketing information systems and environmental analysis -- Marketing research and forecasting demand -- Consumer market analysis -- Business market analysis -- Competitor analysis -- Market segmentation, targeting and positioning -- Product strategy -- New product development -- Services management -- Pricing strategy -- Distribution channel strategy -- Integrated marketing communications strategy -- Global marketing -- Relationship marketing and customer -- Relationship management -- Marketing ethics.

"The Oxford Revision Series: Marketing Management is ideal for students preparing for examinations. It summarizes key concepts and practices of marketing management which are essential to understanding this important subject. This book provides a succinct exposition of all the main topics in marketing management, and is divided into four parts: understanding marketing management, analyzing marketing opportunities, managing the marketing mix, and managing current issues. The chapters on services management, global marketing and marketing ethics reflect the latest developments in the field.

Key Features: Designed in line with the undergraduate syllabus of marketing management. Wide topic coverage suitable for quick revision of marketing management. Provides case studies and current examples from Malaysia and across the globe. Includes discussion questions and answer guides in every chapter for better grasp of topics. Highlights important concepts using suitable charts, tables and figures for quick review and recall."--Back cover.

Fund 164 Great Books Trading Purchased 09/10/2019 77707 NEJ PHP 3,068.10 2019-08-621 2019-1-0508

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