MTU Library Catalogue

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Strategic marketing management / Alexander Chernev.

By: Chernev, Alexander [author].
Material type: materialTypeLabelBookPublisher: Chicago, IL : Cerebelllum Press, 2018Copyright date: ©2018Edition: Ninth edition.Description: viii, 287 pages : color illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781936572502 (paperback).Subject(s): Marketing -- Management | Strategic planningDDC classification: 658.8
Contents:
Marketing as a business discipline -- Marketing strategy and tactics -- The marketing plan -- Identifying target customers: segmentation and targeting analysis -- Creating customer value: developing a value proposition and positioning -- Creating company value: managing revenues, costs and profits -- Creating collaborator value: managing business markets -- Managing products and services -- Managing brands -- Managing price -- Managing incentives -- Managing communication -- Managing distribution -- Gaining and defending market position -- Managing sales growth -- Managing new offerings -- Managing product lines -- Segmentation and targeting workbook -- The business model workbook -- Positioning statement workbook.
Holdings
Item type Current library Call number Status Notes Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) Available MGMT 9018 Core reading 00162160
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) Available MGMT 9018 Core reading 00162163
Total holds: 0

Includes bibliographical references and index.

Marketing as a business discipline -- Marketing strategy and tactics -- The marketing plan -- Identifying target customers: segmentation and targeting analysis -- Creating customer value: developing a value proposition and positioning -- Creating company value: managing revenues, costs and profits -- Creating collaborator value: managing business markets -- Managing products and services -- Managing brands -- Managing price -- Managing incentives -- Managing communication -- Managing distribution -- Gaining and defending market position -- Managing sales growth -- Managing new offerings -- Managing product lines -- Segmentation and targeting workbook -- The business model workbook -- Positioning statement workbook.

CIT Module MGMT 9018 - Core reading.