Strategic Marketing Management – Theory and Practice, Hardcover/Alexander Chernev

Description Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. Specifically, we discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company’s business model, and the process of developing an actionable marketing plan. Part Two focuses on understanding the market in which a company operates. Specifically, we examine how consumers make choices and outline the main steps in the customer decision journey that lead to the purchase of a company’s offerings. We further discuss the ways in which companies conduct market research to gather market insights in order to make informed decisions and develop viable courses of action. Part Three covers issues pertaining to the development of a marketing strategy that will guide the company’s tactical activities. Here we focus on three fundamental aspects of a company’s marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. The discussion of the strategic aspects of marketing management includes an in-depth analysis of the key principles of creating market value in a competitive context. The next three parts of the book focus on the marketing tactics, viewed as a process of designing, communicating, and delivering value. Part Four describes how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. In Part Five, we address the ways in which companies manage their marketing communication and the role of personal selling as a means of persuading customers to choose, purchase, and use a company’s offerings. Part Six explores the role of distribution channels in delivering the company’s offerings to target customers by examining the value-delivery process both from a manufacturer’s and a retailer’s point of view. The seventh part of the book focuses on the ways in which companies manage growth. Specifically, we discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage, managing sales growth, and managing product lines. We further address the process of developing new market offerings and the ways in which companies manage the relationship with their customers. The final part of this book presents a set of tools that illustrate the practical application of marketing theory. Specifically, Part Eight delineates two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company’s business model. This part also contains examples of two marketing plans–one dealing with the launch of a new offering and the other focused on managing an existing offering.

SKU: 9e6ae90f-3f3e-439b-9a06-cf2f6051717c Categorii: , , Etichete: ,

Descriere

Strategic Marketing Management – Theory and Practice, Hardcover/Alexander Chernev

Description Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. Specifically, we discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company’s business model, and the process of developing an actionable marketing plan. Part Two focuses on understanding the market in which a company operates. Specifically, we examine how consumers make choices and outline the main steps in the customer decision journey that lead to the purchase of a company’s offerings. We further discuss the ways in which companies conduct market research to gather market insights in order to make informed decisions and develop viable courses of action. Part Three covers issues pertaining to the development of a marketing strategy that will guide the company’s tactical activities. Here we focus on three fundamental aspects of a company’s marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. The discussion of the strategic aspects of marketing management includes an in-depth analysis of the key principles of creating market value in a competitive context. The next three parts of the book focus on the marketing tactics, viewed as a process of designing, communicating, and delivering value. Part Four describes how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. In Part Five, we address the ways in which companies manage their marketing communication and the role of personal selling as a means of persuading customers to choose, purchase, and use a company’s offerings. Part Six explores the role of distribution channels in delivering the company’s offerings to target customers by examining the value-delivery process both from a manufacturer’s and a retailer’s point of view. The seventh part of the book focuses on the ways in which companies manage growth. Specifically, we discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage, managing sales growth, and managing product lines. We further address the process of developing new market offerings and the ways in which companies manage the relationship with their customers. The final part of this book presents a set of tools that illustrate the practical application of marketing theory. Specifically, Part Eight delineates two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company’s business model. This part also contains examples of two marketing plans–one dealing with the launch of a new offering and the other focused on managing an existing offering.

Livrare si plata Strategic Marketing Management – Theory and Practice, Hardcover/Alexander Chernev

Plata produselor

Pentru plata produselor comandate, dupa ce ati dat click pe “adauga in cos” aveti la dispozitie urmatoarele posibilitati de plata:

-plata cu card bancar debit sau credit intr-un mediu securizat 3DSecure prin procesatorul de plati electronice EuPlatesc.ro. Nu se percepe nici un comision.

-in sistem ramburs (marfa trimisa va fi platita in momentul primirii coletului)
Plate se efectueaza la ridicarea coletului, in oficiul postal sau la curier. Valoarea taxelor de expediere se adauga la valoarea rambursului;

-prin OP pe baza unei facturi proforme eliberata

-plata in rate la una din bancile partenere:

Alpha Bank – optiune 2-12 rate fara dobanda;

BRD Finance – optiune 1, 3, 4, 5, 6rate fara dobanda;

Banca Transilvania – optiune 2, 3 ,4 rate fara dobanda;

First Bank – optiune 2-9 rate fara dobanda;

Garanti Bank – optiune 2-6 rate fara dobanda.

Livrare

Produsele comandate se livreaza in toata tara, utilizând modalitatea si termenul de livrare alese de dumneavoastra la efectuarea comenzii. Coletul cu produsele pe care le-ati ales poate fi expediat prin curierat rapid. Coletele se expediaza prin Urgent-Cargus sau nemo Express.

Termenul de livrare este de 24 h-48 h (din momentul expedierii) in mod exceptional pot exista intarzieri de cateva zile cauzate de motive care tin exclusiv de firmele de curierat, taxa este 18.95 lei/colet cu exceptia promotiilor cand beneficiati de transport gratuit la anumite sume minime de achizitii. Pretul este final si include taxa de ramburs.

Nu se percep KM suplimentari, livrarea la pretul fix de 18.95 ron este disponibila pe intreg teritoriul tarii. Desi nu garantam acest lucru, incercam sa expediem majoritatea comenzilor plasate pana la ora 14:00 in aceeasi zi de luni pana vineri iar comenzile primite dupa ora 14 in urmatoarea zi lucratoare.

Intarzieri in expedierea comenzilor pot aparea atunci cand acestea nu sunt confirmate de catre client, nu sunt suficiente produse pe stoc sau capacitatea de procesare nu este suficienta datorita unui volum neasteptat de mare de comenzi.

Pentru livrările efectuate prin servicii de curierat, termenele de livrare pot fi depășite în funcție de încărcarea curierilor parteneri in perioada COVID-19 sau sarbatori precum Black Friday, Sărbători de Crăciun, Revelion, de Paște, 1 Iunie, 1 Decembrie, 1 Martie, 8 Martie etc.

Retur produs Strategic Marketing Management – Theory and Practice, Hardcover/Alexander Chernev

Drept de retur in conformitate cu art.9 alin.1 din Ordonanță nr.34/2014 privind drepturile consumatorilor

Declinare de responsabilitate

acest site nu poate garanta exactitatea completă a informațiilor afișate pe acest site și nici furnizarea în totalitate a informațiilor de către comercianți. Drept urmare, datorită naturii activităților acestui site ca fiind un promotor al unor firme terțe, în cazul unor discrepanțe între informațiile afișate pe site-ul sau anunțurile acestui site și cele afișate pe site-ul comerciantului, acesta din urmă va predomina. Autorizațiile legale pentru comercializare, originalitatea produselor cât și alte demersuri legale necesare pentru comercializare revin exclusiv în sarcina comerciantului. Prețurile afișate includ toate taxele, preț inclusiv TVA.

Informații suplimentare

Brand