Tous nos rayons

Déjà client ? Identifiez-vous

Mot de passe oublié ?

Nouveau client ?

CRÉER VOTRE COMPTE
Kellogg on marketing
Ajouter à une liste

Librairie Eyrolles - Paris 5e
Indisponible

Kellogg on marketing

Kellogg on marketing

Dawn Iacobucci, Collectif d'auteurs

400 pages, parution le 15/10/2000

Résumé

Here is the best cutting-edge thinking on marketing strategy from the world's leading institution for studying marketing: the renowned Kellogg School of Management at Northwestern University. Gathering multiple perspectives from such internationally distinguished professors as Kellogg's marketing guru Philip Kotler, this is the first book to compile a wide array of business expertise from a top school-providing executives and managers in any industry with creative, highly effective solutions to a variety of marketing dilemmas.

Destined to become a marketing classic, Kellogg on Marketing includes individual chapters written by Kellogg marketing professors and covers key areas of discussion such as:

  • New twists on fundamental marketing concepts: segmentation, targeting, and positioning
  • Marketplace tools, referred to as the 4P's: product, price, promotion, and place
  • The future of marketing

Building on the successful model of Wharton on Dynamic Competitive Strategy, the unique collection of business wisdom in Kellogg on Marketing will be invaluable to marketing executives, managers, consultants, and MBA students focused on successful careers in marketing.

Contents

  • Chapter 1: Segmentation and Targeting
  • Chapter 2: Brand Positioning
  • Chapter 3: Brand Design
  • Chapter 4: Creating and Managing Brands
  • Chapter 5: Market-Driving Strategies: Toward a New Concept of Competitive Advantage
  • Chapter 6: Managing New Product Development for Strategic Competitive Advantage
  • Chapter 7: Understanding Consumers
  • Chapter 8: Qualitative Inquiry in Marketing and Consumer Research
  • Chapter 9: Quantitative Marketing Research
  • Chapter 10: Advertising Strategy
  • Chapter 11: Market Channel Design and Management
  • Chapter 12: Pricing Strategies and Tactics
  • Chapter 13: Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles

L'auteur - Dawn Iacobucci

DAWN IACOBUCCI is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University. She also served as editor of and contributor to Kellogg on Marketing (Wiley).

L'auteur - Collectif d'auteurs

Autres livres de Collectif d'auteurs

Caractéristiques techniques

  PAPIER
Éditeur(s) Wiley
Auteur(s) Dawn Iacobucci, Collectif d'auteurs
Parution 15/10/2000
Nb. de pages 400
Format 16 x 24
Couverture Broché
Poids 777g
Intérieur Noir et Blanc
EAN13 9780471353997

Avantages Eyrolles.com

Livraison à partir de 0,01 en France métropolitaine
Paiement en ligne SÉCURISÉ
Livraison dans le monde
Retour sous 15 jours
+ d'un million et demi de livres disponibles
satisfait ou remboursé
Satisfait ou remboursé
Paiement sécurisé
modes de paiement
Paiement à l'expédition
partout dans le monde
Livraison partout dans le monde
Service clients sav@commande.eyrolles.com
librairie française
Librairie française depuis 1925
Recevez nos newsletters
Vous serez régulièrement informé(e) de toutes nos actualités.
Inscription