Marketing Management: A Strategic, Value-based Approach
分類: 图书,进口原版,Business & Investing(商业与投资),Marketing & Sales(市场与销售),Marketing,
品牌: Gregory WhitwellBryan A. LukasPeter Doyle
基本信息出版社:John Wiley & Sons Inc (2003年4月22日)精装:471页正文语种:英语ISBN:0470800968条形码:9780470800966商品尺寸:25.5 x 19.2 x 2.7 cm商品重量:980 gASIN:0470800968商品描述内容简介This text is the Australasian adaptation of Peter Doyle?s Value–Based Marketing. It reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. The governing objective of management in most of today?s leading companies is to maximize long–term returns to shareholders. This book redefines marketing?s role as contributing to this task of shareholder value creation. It explores how marketing planning and decisions about brands, pricing, communications, distributions, and the Internet drive corporate value. This step–by–step guide provides practical ways to develop marketing strategies that generate growth and shareholder value.作者简介Gregory J. Whitwell, University of Melbourne
Bryan A. Lukas, University of Melbourne
Peter Doyle, University of Warwick