{"product_id":"marketing-management-9781529624243","title":"Marketing Management","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThis 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.\u003cbr\u003e\u003cbr\u003eAfter 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.\u003cbr\u003e\u003cbr\u003eFeatures include case studies to bring theory to life, further reading suggestions to","brand":"Sage Publications Ltd","offers":[{"title":"Default Title","offer_id":50067000754519,"sku":"9781529624243","price":47.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781529624243.jpg?v=1740544412","url":"https:\/\/bookcurl.com\/products\/marketing-management-9781529624243","provider":"Book Curl","version":"1.0","type":"link"}