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by Alain Jolibert,Hans Mühlbacher,Pierre-Louis Dubois,Laurent Flores

Download Marketing Management: A Value-Creation Process ePub

Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation. Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner. New to this edition:- New coverage of technology applications and developments and B2B marketing- Consistent focus on value creation throughout- More examples to illustrate theory- Enhanced pedagogy including long case studies and exercises in every chapter With its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.

by Alain Jolibert (Author), Pierre-Louis Dubois (Author), Hans Mühlbacher (Author), Laurent Flores (Author). With its central focus on value creation and competitive positioning, this book is a welcome addition to the growing literature on marketing management which sees marketing as a process rather than simply a business function. Backing up the principles discussed with a clear tool kit of techniques to aid implementation, together with a wealth of up to date examples, it will be of immense use to students and marketing practitioners alike.

A Value-Creation Process. Author(s): Alain Jolibert, Hans Mühlbacher, Laurent Flores, Pierre-Louis Dubois. HANS MÜHLBACHER Professor of Business Administration at versity, Innsbruck, Austria. He has been Visiting Professor at many institutions in France and the USA. He has been President of the European Academy of Marketing and is a consultant to major firms.

International University of Monaco. Université de Montpellier. AXE DE RECHERCHE : Marketing.

Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation. Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner

item 1 Marketing Management: A Value Creation Process, Mühlbacher, Professor Hans,Jolib -Marketing Management .

item 1 Marketing Management: A Value Creation Process, Mühlbacher, Professor Hans,Jolib -Marketing Management: A Value Creation Process, Mühlbacher, Professor Hans,Jolib.

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HANS MÜHLBACHER Professor of Business Administration at versity, Innsbruck, Austria

HANS MÜHLBACHER Professor of Business Administration at versity, Innsbruck, Austria.

Marketing management: A value-creation process. A Jolibert, H Mühlbacher, L Flores, PL Dubois. Revue Admap Fevrier 2004, 2005. Macmillan International Higher Education, 2012. Web . et Etudes de marché: vers une nouvelle génération d'études de marché? L Flores. Revue française du marketing, 7-16, 2008. L Flores, HR Moskowitz, A Maier. ESOMAR Technovate, Cannes, 2003.

by Alain Jolibert (Author), Hans Mühlbacher (Author), Laurent Flores (Author), Pierre-Louis Dubois (Author) & 1 more.

Alain Jolibert, Hans Muhlbacher, Laurent Flores. Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner.