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About this book
This textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you?ll discover how segmentation and differentiation play a crucial role in marketing management.
After delving into market dynamics, customer behaviour, and market communications, you?ll explore the three main areas within marketing management: customer portfolio management, product portfolio management, and brand portfolio management. Finally, you?ll gain insights into developing marketing/business strategies and plans for success through comprehensive analysis, resource allocation, budgeting, and measuring key performance indicators.
Features include case studies to bring theory to life, further reading suggestions to expand your understanding, and a marketing planning template to practice applying your knowledge to a real business scenario. Suitable for undergraduate/bachelor and postgraduate students studyingĀ Marketing Management andĀ Strategic Marketing.
Fred SelnesĀ is a professor of marketing at BI, Norwegian Business School.
Even LansengĀ is an associate professor of marketing at BI, Norwegian Business School.
After delving into market dynamics, customer behaviour, and market communications, you?ll explore the three main areas within marketing management: customer portfolio management, product portfolio management, and brand portfolio management. Finally, you?ll gain insights into developing marketing/business strategies and plans for success through comprehensive analysis, resource allocation, budgeting, and measuring key performance indicators.
Features include case studies to bring theory to life, further reading suggestions to expand your understanding, and a marketing planning template to practice applying your knowledge to a real business scenario. Suitable for undergraduate/bachelor and postgraduate students studyingĀ Marketing Management andĀ Strategic Marketing.
Fred SelnesĀ is a professor of marketing at BI, Norwegian Business School.
Even LansengĀ is an associate professor of marketing at BI, Norwegian Business School.
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Yes, you can access Marketing Management by Fred Selnes,Even J. Lanseng in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Acknowledgements
- Contents
- About The Authors
- Online resources
- Preface
- 1 Introduction to marketing management
- 2 Competitive dynamics
- 3 Customer behaviour
- 4 Marketing communication
- 5 Customer portfolio management
- 6 Product category management
- 7 Brand management
- 8 Developing the strategic marketing plan
- References
- Index