Książki

The classicMarketing Managementis an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book - and adds:



· A structure designed specifically to fit the way the course is taught in Europe.

· Fresh European examples which make students feel at home.

· The inclusion of the work of prominent European academics.

· A focus on the digital challenges for marketers.

· An emphasis on the importance of creative thinking and its contribution to marketing practice.

· New in-depth case studies, each of which integrates one of the major parts in the book.



This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.



A key text for bothundergraduate and postgraduate marketing programmes.

Marketing Management

• Cover


• Title Page


• Copyright Page


• Brief contents


• Contents


• Preface


• Acknowledgements


• Publisher?s acknowledgements


• PART 1 Understanding Marketing Management


• Chapter 1 Defining marketing for the new realities


• The value of marketing


• The scope of marketing


• Marketing?s role in creating demand


• European marketing realities


• Technology


• Globalisation


• Social responsibility


• A dramatically changed marketplace


• New consumer capabilities


• New company capabilities


• Marketing philosophy: production, selling, marketing and holistic marketing philosophies


• The production philosophy


• The selling philosophy


• The marketing philosophy


• The holistic marketing philosophy


• Overview of marketing management


• Case study of marketing management


• Chapter 2 Understanding marketing management within a global context


• What is management?


• The process of management


• Why is management difficult?


• What is marketing management?


• Valuing marketing within organisations


• Managing across the entire organisation


• Managing outsourced activities


• Managing networks and relationships


• Understanding global marketing management


• Deciding whether to go abroad


• Deciding how to enter the market


• Deciding which markets to enter


• Deciding on standardised or adapted marketing


• Managing in developing and low-income markets


• Chapter 3 Developing marketing strategies and plans


• Marketing and customer-perceived value


• Business environment paradigm change


• The value delivery process


• The value chain