Marketing Management (Textbooks and Cases)

Author: (American) Lauden et al. (Auth.), Chen Ziyong et al. (Trans.)
Publisher:
Publish Date: 2006-08-01
Features: Marketing Management: Textbook and Cases was originally designed for marketing students at the university level. It is also an easy-to-understand book for entrepreneurs, managers, and business owners who wish to maximize the efficiency of their marketing departments. This book integrates concepts and techniques that can be understood through illustrative tables, figures, and case studies. Three leading experts in marketing management teach you how to market any business efficiently and profitably. Marketing Management: Textbook and Cases covers the basic management elements of marketing, including: an overview of marketing in the new millennium – basic concepts, global marketing, and electronic marketing; customer analysis – market segmentation, market positioning, and market forecasting; competitive analysis – types of competition, competitive intelligence, and marketing audits; financial analysis – evaluating marketing decisions on revenue, cost, profitability, and risk; marketing planning – strategic planning and operational perspectives; evaluation and control of marketing activities – sales, cost, and profit.