Lee Yan Fong Library

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Marketing management : a value-creation process / Alain Jolibert ... [et al.]. - 2nd ed. - Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012. - xx, 441 p.: ill.; 28 cm.

Rev. ed. of: Marketing management : a value creation process / Pierre-Louis Dubois, Alain Jolibert, Hans Muhlbacher. 2007. Includes index.0

Creating value -- Strategic management and marketing -- Strategic positioning step 1 -- Strategic positioning step 2 -- Strategic positioning step 3 -- Strategic positioning step 4 -- Strategic branding -- Marketing intelligence -- Product management -- Customer relationship management -- Advertising -- Other forms of communication -- Distribution management -- Sales management -- Direct marketing -- Merchandising and logistics -- Promotion -- Pricing decisions.

ISBN: 9780230240957

LCCN: 2012008996

Subjects--Topical Terms:
Marketing--Management.

LC Class. No.: HF5415.13 / D83 2012

Dewey Class. No.: 658.8