Marketing management
Kamarulzaman, Yusniza
creator
author
Abu, Nor Khalidah
author
text
Malaysia
Oxford University Press
2017
First edition.
monographic
eng
xi, 443 pages : illustrations ; 25 cm
"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.
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.
Yusniza Kamarulzaman, Nor Khalidah Abu.
Includes index.
Fund 164 Great Books Trading Purchased 09/10/2019 77707 NEJ PHP 3,068.10 2019-08-621 2019-1-0508
Marketing
Management
HF5415.13 K12 2017
9789671463604
http://library.cvsu.edu.ph/cgi-bin/koha/opac-retrieve-file.pl?id=44c398f14b827428418850afff94e8ce
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