Marketing Management: A Strategic Framework and Tools for Success

Edmiston, Dawn; Matzler, Kurt; Mooradian, Todd

ISBN 10: 1793574219 / ISBN 13: 9781793574213

Editore: Cognella Academic Publishing, 2022

Book is in NEW condition. 1.71. Codice articolo 1793574219-2-1

Riassunto:

Like a powerful magnet, the concepts outlined in Marketing Management: A Strategic Framework and Tools for Success can be used to attract new customers and bring existing customers closer to your brand. The authors balance academic insight with practical application to emphasize the strategic process and the fundamental tools required to deliver effective marketing management.

This book is divided into two distinct sections. The first section introduces core concepts and examines the three stages of the Strategic Marketing Framework: situation analysis, strategy formulation, and marketing execution. The second section of the book is comprised of Notes to highlight tools related to customer assessment, competitive practices, and marketing mix tactics that support the stages of strategic marketing.

Designed to give readers a proven framework and help them develop essential skillsets, Marketing Management is an indispensable guide for marketing students and professionals.

Informazioni sugli autori: Dawn Edmiston is the clinical professor of marketing at William & Mary's Raymond A. Mason School of Business. She holds doctorates in management and education from the University of Maryland and William & Mary, respectively.

Kurt Matzler is the professor of strategic management at the University of Innsbruck and academic director of the Executive MBA program at MCI in Innsbruck. He holds a doctorate from Leopold-Franzens Universität Innsbruck.

Todd Mooradian is the dean of the University of Louisville College of Business. He holds a doctorate in marketing from the University of Massachusetts.

Dati bibliografici

Titolo: Marketing Management: A Strategic Framework ...
Casa editrice: Cognella Academic Publishing
Data di pubblicazione: 2022
Legatura: Brossura
Condizione: New