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Marketing management

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Sheehan, Brian Unknown AVA Publishing SA (Lausanne, 2018) (eng) English 9781350057913 Basics marketing 1st ed. MARKETING--STUDY AND TEACHING; Unknown Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing (such as economics, finance, personnel management and long-term brand strategy) is quite another.

This book helps bridge that divide to help students master the business of marketing.
Physical dimension
1 online resource (176 p.) Unknown ill.
Summary / review / table of contents

Front matter

1. Basic business economics 12–39

2. Vision, mission and leadership 40–59

3. Competitive business strategies 60–81

4. Brand identity and shareholder value 82–97

5. Managing people 98–117

6. Handling a crisis 118–129

7. The numbers 130–147

8. Ethical issues and legal compliance 148–159

Back matter

Copies
Access no. Call number Location Status
00076/21 658.8 She M Online Available