Product management
by Lehmann, Donald R., Winer, Russell S.
fromMcGraw-Hill/Irwin series in marketing
'Product Management' uses the marketing plan as the unifying framework for its lessons, which cover three major tasks: analysing the market, developing objectives and strategies for the product or service in question, making decisions on price, advertising, promotion, channels o…
Beskrivelse: This text offers coverage of: finding competitive advantage and differentiating the marketing offer; global marketing; the impact of a united Europe in 1992; service marketing strategy; integrated direct marketing and database marketing; geodemographic segmentation;…
Introduces the LASSO method: a five-step process to turn good brands into global brands. With advice, anecdotes and tips from leading brand licensing professionals, household names like Coca-Cola and Disney, senior marketers and inspiring individuals
The business of sport management
Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old q…
Increasingly, businesses today are measured by what they know, rather than what they own. This tools-oriented book shows how international marketing managers can transform existing (secondary) and newly collected (primary) "raw" data into useful information.
Marketing Research: An Integrated Approach, 3rd Edition, is invaluable for anyone studying marketing research at a degree or diploma level and is core reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of M…
Marketing Research: An Integrated Approach, 3rd Edition, is invaluable for anyone studying marketing research at a degree or diploma level and is core reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of M…
