{"product_id":"marketing-management-9781292291444","title":"Marketing Management","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003c\/b\u003e\u003cp\u003e\u003c\/p\u003eSvend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Pearson books include  among others  \u003ci\u003eGlobal Marketing\u003c\/i\u003e, Seventh Edition, published in 2017. \u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eChapter 1 Introduction \u003c\/p\u003e \u003cp\u003e\u003c\/p\u003ePart I Assessing the competitiveness of the firm (internal) \u003cp\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 Identification of the firm’s core competences \u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Development of the firm’s competitive advantage\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003ePart II Assessing the external marketing situation \u003cp\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Customer behaviour\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Competitor analysis and intelligence\u003c\/p\u003e \u003cp\u003eChapter 6 Analysing relationships in the value chain\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003ePart III Developing marketing strategies \u003cp\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 SWOT analysis, strategic marketing planning and portfolio analysis\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Segmentation, targeting, positioning and competitive strategies\u003c\/p\u003e \u003cp\u003eChapter 9 CSR strategy and the sustainable global value chain\u003c\/p\u003e \u003cp\u003ePart IV Developing marketing programmes \u003c\/p\u003e \u003cp\u003eChapter 10 Establishing, developing and managing buyer–seller relationships\u003c\/p\u003e \u003cp\u003eChapter 11 Product and service decisions\u003c\/p\u003e \u003cp\u003eChapter 12 Pricing decisions\u003c\/p\u003e \u003cp\u003eChapter 13 Distribution decisions\u003c\/p\u003e \u003cp\u003eChapter 14 Communication decisions\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003ePart V Organising, implementing and controlling the marketing effort \u003cp\u003e\u003c\/p\u003e \u003cp\u003eChapter 15 Organising and implementing the marketing plan\u003c\/p\u003e \u003cp\u003eChapter 16 Budgeting and controlling\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003eAppendix Market research and decision support system \u003cp\u003e\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003eGlossary \u003cp\u003e\u003c\/p\u003e \u003cp\u003eIndex\u003c\/p\u003e","brand":"Pearson Education Limited","offers":[{"title":"Default Title","offer_id":48738537865559,"sku":"9781292291444","price":77.08,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781292291444.jpg?v=1723812126","url":"https:\/\/bookcurl.com\/products\/marketing-management-9781292291444","provider":"Book Curl","version":"1.0","type":"link"}