Fred Selnes - Marketing Management Principles

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Introduction to marketing management principles provides a new framework for the fundamental principles in marketing management. The guiding principle is that marketing management entails holistic management of the factors companies employ to help form the customer preferences and that these factors are interrelated and interdependent. This perspective constitutes a sharp departure from marketing-mix as an organizing framework for marketing management - the fundamental principle in most contemporary marketing management textbooks. The holistic framework this book presents explicitly acknowledges that customer relationships and brands create value beyond the value of the products, and that these values are created across a portfolio of products. The book is primarily written for bachelor students of marketing. It will also prove useful for executive marketing managers, however, by virtue of its provision of a holistic framework for marketing management.

PRODUKTDETALJER

ISBN 9788274774896

Publisert 2010

Utgave 1. utgave

Utgiver Unipub forlag

Vekt 720 gr

Høyde 230 mm

Bredde 169 mm

Tykkelse 19 mm

Aldersnivå Voksen

Språk Engelsk

Format Heftet

Antall sider 318