Description

Book Synopsis
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

Marketing Management

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    A Paperback by Even Johan Johan Lanseng

    £47.49

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    Order before 4pm today for delivery by Tue 25 Aug 2026.

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      Book details

      Publisher Sage Publications
      Imprint Sage Publications Ltd
      Published 1/28/2024
      ISBN-13 9781529624243
      978-1529624243
      ISBN-10 152962424X
      Also in:
      Business, Finance & Law Sales and marketing

      Description

      Book Synopsis
      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

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