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Marketing Management: A Value-Creation Process
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Marketing Management: A Value-Creation Process Paperback - 2012

by JOLIBERT, ALAIN; M�HLBACHER, HANS; FLORES, LAURENT; DUBOIS, PIERRE-LOUIS

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Details

  • Title Marketing Management: A Value-Creation Process
  • Binding Paperback
  • Edition 2nd Revised edit
  • Condition Used - Good
  • Pages 464
  • Language ENG
  • Publisher Red Globe Press
  • Date 2012-09
  • Features Index
  • Bookseller's Inventory # Z1-W-017-01407
  • ISBN 9780230240957
  • Themes
    • Aspects (Academic): Business Aspects

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From the rear cover

Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation.

Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner.

New to this edition:

- New coverage of technology applications and developments and B2B marketing
- Consistent focus on value creation throughout
- More examples to illustrate theory
- Enhanced pedagogy including long case studies and exercises in every chapter

With its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.

About the author

ALAIN JOLIBERT Professor of Marketing at Universit Pierre Mendes, Grenoble, France, a leading figure in the Association Franaise de Marketing and Editor of the French journal Recherches et Applications en Marketing.

HANS MHLBACHER Professor of Business Administration at Leopold-Franzens-University, Innsbruck, Austria. He has been Visiting Professor at many institutions in France and the USA. He has been President of the European Academy of Marketing and is a consultant to major firms.

LAURENT FLORES Founder of CRMMETRIX, a company that specializes in measuring digital marketing effectiveness for Fortune 500 companies worldwide from its New York, Cincinnati, Paris and Singapore offices. Dr. Flores is Professor of Marketing at INSEEC Business School.

PIERRE-LOUIS DUBOIS Professor at Universit Panthon-Assas Paris, France, founding Editor of the journal Recherches et Applications en Marketing and a consultant to major companies.
ALAIN JOLIBERT Professor of Marketing at Universit Pierre Mendes, Grenoble, France, a leading figure in the Association Franaise de Marketing and Editor of the French journal Recherches et Applications en Marketing.

HANS MHLBACHER Professor of Business Administration at Leopold-Franzens-University, Innsbruck, Austria. He has been Visiting Professor at many institutions in France and the USA. He has been President of the European Academy of Marketing and is a consultant to major firms.

LAURENT FLORES Founder of CRMMETRIX, a company that specializes in measuring digital marketing effectiveness for Fortune 500 companies worldwide from its New York, Cincinnati, Paris and Singapore offices. Dr. Flores is Professor of Marketing at INSEEC Business School.

PIERRE-LOUIS DUBOIS Professor at Universit Panthon-Assas Paris, France, founding Editor of the journal Recherches et Applications en Marketing and a consultant to major companies.

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