For upper-level undergraduate or MBA courses in Marketing Management. The only marketing management text with a strategic framework to take students beyond the basic concepts.
This edition provides a complete overview with details ideal for upper-level undergraduate, M.B.A. or E.M.B.A. students.
“Actionable consumer segmentation tools and practices for ensuring high-return efforts,” Marketing Leadership Council Research Brief, June 2004, i–30. Wilcox, Ronald T. “A Practical Guide to Conjoint Analysis,” University of Virginia, ...
With global contributions grounded in the authors' primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing ...
This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market ...
The classic Marketing Management is an undisputed global best-seller - an encyclopaedia of marketing considered by many as the authoritative book on the subject.
... issues of consumer acceptance of retail branding including brand building activity and adaptation to new markets, ... own-brand concept, • such as Tesco Economy brand and Euro shopper's product range Exclusive brands: distributed ...
Geoffrey Moore (1995) introduced the idea of the technology adoption lifecycle. Here, he showed that in the early stages of a market, technology enthusiasts and visionaries are willing to accept new technologies enthusiastically.
Finally, this text addresses contemporary issues for services managers and speculates on some of the challenges for the future of services marketing.
This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns.