Marketing management, 2nd edition

Auteur(s) François Colbert, Johanne Brunet, Renaud Legoux, Sandra Laporte, Bruno Lussier, Sihem Taboubi
In collaboration with Jean-Luc Geha

Marketing Management, at the forefront of marketing trends   This second edition has been redesigned and updated, yet remains true to the approach that has fuelled the success of the previous version: simple language, clearly presented theories and real-world examples taken from the market that reflect the business world.
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Description

Marketing Management, at the forefront of marketing trends

 

This second edition has been redesigned and updated, yet remains true to the approach that has fuelled the success of the previous version: simple language, clearly presented theories and real-world examples taken from the market that reflect the business world.

 

This practical introduction to marketing offers future marketing managers a global and strategic vision of their field. Readers will discover:

• the marketing process, from planning to control

• the main marketing strategies: segmentation, targeting, positioning and differentiation

• the importance of analyzing internal and external environments and consumer behaviour

• elements that define the commercial mix: products, services and brands; marketing communication; relationship selling; distribution and price

 

The book also features two new chapters that illustrate its understanding of future trends:

• creativity and innovation in marketing

• marketing research


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