Vous voulez être sûr que vos cadeaux seront sous le sapin de Noël à temps? Nos magasins vous accueillent à bras ouverts. La plupart de nos magasins sont ouverts également les dimanches, vous pouvez vérifier les heures d'ouvertures sur notre site.
- Retrait gratuit dans votre magasin Club
- 7.000.000 titres dans notre catalogue
- Payer en toute sécurité
- Toujours un magasin près de chez vous
Vous voulez être sûr que vos cadeaux seront sous le sapin de Noël à temps? Nos magasins vous accueillent à bras ouverts. La plupart de nos magasins sont ouverts également les dimanches, vous pouvez vérifier les heures d'ouvertures sur notre site.
- Retrait gratuit dans votre magasin Club
- 7.000.0000 titres dans notre catalogue
- Payer en toute sécurité
- Toujours un magasin près de chez vous
141,95 €
+ 283 points
Format
Description
Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business.
To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book's relevance for students outside the USA. Key features include:
- A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy
- Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms
- Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities
- Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities
- Focus on globalization with a chapter on regional and international marketing
- Multiple choice, discussion, and essay questions at the end of each chapter
Offering an online instructor's manual and a host of useful pedagogy - including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more - this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 592
- Langue:
- Anglais
Caractéristiques
- EAN:
- 9781138889194
- Date de parution :
- 15-12-16
- Format:
- Livre broché
- Format numérique:
- Trade paperback (VS)
- Dimensions :
- 174 mm x 246 mm
- Poids :
- 1043 g
