Marketing Management by Fred Selnes, Even Johan Lanseng - 9781529624243

Sage Publications Ltd

Marketing ManagementA Customer-Centric Approach\nAuthor(s): Fred Selnes, Even Johan Lanseng\nFormat: Paperback\nPublisher: SAGE Publications Ltd, United Kingdom\nImprint: SAGE Publications Ltd\nISBN-13: 9781529624243, 978-1529624243\nSynopsis\nThis textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you?ll discover how segmentation and differentiation play a crucial role in marketing management.\n\nAfter delving into market dynamics, customer behaviour, and market communications, you?ll explore the three main areas within marketing management: customer portfolio management, product portfolio management, and brand portfolio management. Finally, you?ll gain insights into developing marketing/bus.