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Marketing Management and Strategy

The second edition of this highly rated book brings managers the latest ideas on branding, marketing and strategic change. The first edition was short-listed for the MCA Awards for the Best Management Book. It has been widely adopted by top business schools as a textbook on MBA programmes. It has been extensively used on CIM and post-experience programmes for senior managers around the world. *New material in the revised edition includes relationship marketing, the Internet, and a new chapter on turn-around management. *Illustrations and case studies from top global companies, e.g. Coca Cola, Nestle, Shell, IBM, Philips, etc. bring the subject alive for the student.

Price High Ripoff Overcharging strategy strategy Medium Poor-value Medium- ue
High-value strategy stra strategy Low Econo Good-value Superbvalue str gy
strategy strategy Low Medium High Quality Figure 8.3 I Alternative pricing
strategies and value implications segments, and discount brands to the new
more price-conscious buyers. This way the firm can curtail the erosion of its gross
profit margin as the market evolves. Target market segments Most markets today
are made up ...