Marketing management, a contemporary perspective [printed text] / Christian Homburg, Author ; Harley Krohmer, Author . - Maidenhead : McGraw-Hill Higher Education, [s.d.] . -  ; 27cm.
ISBN : 978-0-07-711724-5

Class number:	658.8
Abstract:	Offers students and practitioners the coverage they need to make the right decisions to create and implement successful marketing strategies. This book covers a range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe.
Contents note:	1. Setting the Scene for Marketing; Part 1 Laying the Groundwork : Shaping Marketing Strategies: 2. The Key Aspects of Marketing Strategy; 3. Analysis of the Initial Strategic Situation; 4. Formulation, Evaluation and Selection of Marketing Strategies; End of Part Case Study: Tata Motors Ltd: An Indian Elephant Makes a Foray into the Global Auto Market. Part2 The Marketing Mix: 5. Product Decisions; 6. Pricing: Making Profitable Decisions; 7. Sales Decisions; 8. Communication Decisions; 9. Tying the Knot with Customers; End of Part Case Study - Magnum Ice Cream: A Unilever Success Story. Part 3 Marketing in Specific Contexts: 10. Business-to-Business Marketing; 11. Marketing of Services; 12. International Marketing; End of Part Case Study - Amazon: International Expansion of an E-tailer. Part 4 Marketing Implementation: 13. Marketing and Sales Organization; 14. Marketing and Sales Information Systems; 15. Marketing and Sales Management Control; 16. Human Resource Management in Marketing and Sales; 17. Market Orientation; End of Part Case Study: The Nespresso Story: Success with Coffee Based on Market Orientation; End of Part Case Study: Bayer CropScience: Aspirin for Crops?; Appendix: Theories and Techniques.