Marketing Management: A Strategic Framework and Tools for Success

Edmiston, Dawn

ISBN 10: 1793574219 / ISBN 13: 9781793574213

Verlag: Cognella Academic Publishing, 2022

Special order direct from the distributor. Bestandsnummer des Verkäufers ING9781793574213

Inhaltsangabe:

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.

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.

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

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.

Lawrence Ring is the Executive MBA Alumni Professor of Executive Education Emeritus at William & Mary's Raymond A. Mason School of Business. He holds a doctorate in industrial administration from Purdue University.

Über die Autorin bzw. den Autor: 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.

Bibliografische Details

Titel: Marketing Management: A Strategic Framework ...
Verlag: Cognella Academic Publishing
Erscheinungsdatum: 2022
Einband: paperback
Zustand: New