Marketing management : A customer-centric approach /
Selnes, Fred
Marketing management : A customer-centric approach / by Fred Selnes and Even J. Lanseng - London : SAGE Publications Ltd., c2025 - xvi, 341 pages ; illustrations : 25 centimeters
Includes references and indeces.
Contents: 1 Introduction to marketing management-- 2 Competitive dynamics-- 3 Customer behaviour-- 4 Marketing communication-- 5 Customer portfolio management-- 6 Product category management-- 7 Brand management -- 8 Developing the strategic marketing plan
978-1-5296-2424-3
Marketing -- Management
Business
BCir. 658.84 / Se492m
Marketing management : A customer-centric approach / by Fred Selnes and Even J. Lanseng - London : SAGE Publications Ltd., c2025 - xvi, 341 pages ; illustrations : 25 centimeters
Includes references and indeces.
Contents: 1 Introduction to marketing management-- 2 Competitive dynamics-- 3 Customer behaviour-- 4 Marketing communication-- 5 Customer portfolio management-- 6 Product category management-- 7 Brand management -- 8 Developing the strategic marketing plan
978-1-5296-2424-3
Marketing -- Management
Business
BCir. 658.84 / Se492m