Marketing management 1st ed.

Author

• Sheehan, Brian

Additional Author(s)

-

Publisher

Lausanne: AVA Publishing SA, 2018

Language

English

ISBN

9781350057913

Series

Basics marketing 03

Subject(s)

• MARKETING--MANAGEMENT
• MARKETING--STUDY AND TEACHING

Notes

. .

Abstract

Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing (such as economics, finance, personnel management and long-term brand strategy) is quite another.

This book helps bridge that divide to help students master the business of marketing.

Physical Dimension

Number of Page(s)

1 online resource (176 p.)

Dimension

-

Other Desc.

ill.

Summary / Review / Table of Content

Front matter
1. Basic business economics 12–39
2. Vision, mission and leadership 40–59
3. Competitive business strategies 60–81
4. Brand identity and shareholder value 82–97
5. Managing people 98–117
6. Handling a crisis 118–129
7. The numbers 130–147
8. Ethical issues and legal compliance 148–159
Back matter

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00076/21	658.8 She M	Online !	Available