Marketing management knowledge and skills pdf

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marketing management knowledge and skills pdf

Marketing management - Wikipedia

Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities. Marketing management employs tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces , analysis of strategic groups of competitors, value chain analysis and others. In competitor analysis, marketers build detailed profiles of each competitor in the market, focusing on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation , degree of vertical integration , historical responses to industry developments, and other factors. Marketing management often conduct market research and marketing research to perform marketing analysis.
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Book Details Author: J. Paul Peter,Jr. James H. Donnelly Pages: Publisher: McGraw-Hill Education Brand: English ISBN: Publication Date: Release Date: Description Marketing Management, 11e, is a text and casebook written by Peter and Donnelly.

A PREFACE TO MARKETING MANAGEMENT

Donnelly Jr. All rights reserved. Printed in the United States of America. No part of this publication may be reproduced or distributed in any form or by any means, or stored in adatabase or retrieval system, without the prior written consent of McGraw-Hill Education, including, but notlimited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside theUnited States. This book is printed on acid-free paper. Louis, MO.

14 editions of this work

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  3. Four-month, part-time program including an onsite seminar, a distance learning course and a practical project paper.

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