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· 분류 : 외국도서 > 경제경영 > 세일즈
· ISBN : 9781138440968
· 쪽수 : 288쪽
· 출판일 : 2017-07-07
목차
Product Proposition and Brand Management; Chapter 1 New Product Development and Positioning; Chapter 2 Managing and Developing an Organisation’s Product Portfolio; Chapter 3 The Role of Branding and Branding Strategies; Chapter 4 Pricing, Pricing Concepts and Price Setting; Channel Management; Chapter 5 Channel Management, Distribution Strategies and Control; Chapter 6 Intermediaries; Chapter 7 Stakeholders; Chapter 8 Contractual Requirements and Service Level Agreements (SLAs); Managing Marketing Communications; Chapter 9 Marketing Communications Strategy; Chapter 10 Marketing Communications in Different Organisational Contexts; Chapter 11 Marketing Communications and Marketing Communications Plans; Chapter 12 Agency and Agency Relationships; Managing and Achieving Customers’ Service Expectations Through the Marketing Mix; Chapter 13 Customer Service and Customer Care Plans; Chapter 14 Key Accounts; Chapter 15 Sales and Product Information and Risks;