Strategic Marketing Management 8th Edition by Alexander Chernev – Ebook PDF Instant Download/Delivery: 1936572192, 978-1936572199
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Product details:
ISBN 10: 1936572192
ISBN 13: 978-1936572199
Author: Alexander Chernev
Strategic Marketing Management (8th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book delineates a comprehensive framework for articulating sound marketing strategies to guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and frameworks advanced in this book apply to a wide range of organizations, from startups to established market leaders, from packaged-goods manufacturers to value-added service providers, from nonprofit entities to for-profit corporations.
Strategic Marketing Management 8th Table of contents:
Part One The Framework for Marketing Management
Chapter 1 Marketing as a Business Discipline
Chapter 2 Marketing Strategy and Tactics
Chapter 3 Marketing Planning and Management
Part Two Developing a Marketing Strategy
Chapter 4 Identifying Target Customers
Chapter 5 Developing a Customer Value Proposition
Chapter 6 Creating Company Value
Part Three Designing the Marketing Tactics
Chapter 7 Managing Products
Chapter 8 Managing Services
Chapter 9 Managing Brands
Chapter 10 Managing Price
Chapter 11 Managing Incentives
Chapter 12 Managing Communication
Chapter 13 Managing Distribution Channels
Part Four Managing Growth
Chapter 14 Gaining and Defending Market Position
Chapter 15 Developing New Market Offerings
Chapter 16 Managing Product Lines
Part Five Marketing Toolbox
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