Kellogg On Marketing (prakash Exclusive)

Kellogg On Marketing (prakash Exclusive) (Paperback)

By Dawn Iacobucci 
R 304
R 395
Publisher: Wiley
Edition: Paperback
Language: English
ISBN: 8126507039
EAN: 9788126507030
Binding: Paperback
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Description

The book includes an overview from international marketing guru, Philip Kotler and contains chapters written by individual professors that explore cutting-edge marketing strategy from multiple perspectives. Three key areas of discussion include: a new twist on fundamental marketing concepts-segmentation, targeting, and positioning; marketplace tools, referred to as the 4P's (product, price, promotion, place); and a look at the future of marketing. This book builds on the successful model of Wharton on Dynamic Competitive Strategy.


Table of contents :
Part I: Strategy: Thinking about the Customer and Marketplace

? Segmentation and Targeting

? Brand Positioning

? Brand Design

? Creating and Managing Brands

? Market-Driving Strategies: Toward a New Concept of Competitive Advantage

? Managing New Product Development for Strategic Competitive Advantage



Part II: Intelligence: Learning about the Customer and Marketplace

? Understanding Consumers

? Qualitative Inquiry in Marketing and Consumer Research

? Quantitative Marketing Research



Part III: Implementation: Managing the Marketplace

? Advertising Strategy

? Market Channel Design and Management

? Pricing Strategies and Tactics

? Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles

? Services Marketing and Customer Service

? Managing Market Offerings in Business Markets

? The Successful Selling Organization

? Marketing in the Age of Information Democracy



About the Contributors

Index






Market Description :
? Marketing Executives

? Marketing Managers

? Executive Education and MBA Programs

? Marketing Consultants


About Author :
Dawn Iacobucci is Professor of Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.
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Specification

Title: Kellogg On Marketing (prakash Exclusive)
Publisher: Wiley
Author: Dawn Iacobucci
Edition: Paperback
Language: English
ISBN: 8126507039
EAN: 9788126507030
Binding: Paperback

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