"With its central focus on value creation and competitive positioning, this book is a welcome addition to the growing literature on marketing management which sees marketing as a process rather than simply a business function. Backing up the principles di
Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation.
Adopting a global approach, the book focuses on value creation and introduces student...
You easily download any file type for your gadget.Marketing Management: A Value-Creation Process | Alain Jolibert, Hans Mühlbacher, Laurent Flores, Pierre-Louis Dubois. A good, fresh read, highly recommended.
