Marketing from the consumer
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About the book
The sixth edition of the classic marketing book is processed and supplemented. The focus in the new edition is made on new marketing technologies, analytics and metrics.
The book eliminates the gap between theory and practice. A powerful theoretical base is supplemented by cases of real companies that make the material clear and easy for perception.
The work of Roger Best, a business professor and a marketing and management consultant, is an excellent alternative to dry scientific publications and inexpressive textbooks. The fundamental concepts and phenomena of marketing are illustrated by stories from the life of both small and the world"s largest companies. "Marketing from the consumer" is a desktop book of both a novice marketer and an experienced marketer.
Graphics, tables and schemes, practical tools, examples of the marketing plan, and even questions for self -control - the presentation of the material is so diverse that it will help not to be distracted even when studying the most complex parts. You will learn how to analyze the market and identify its basic laws, manage loyalty and build relationships with consumers, get acquainted with key indicators and analytics. You will learn everything (and even a little more) about managing the market and financial results.
How to conduct a competitive analysis, what are the advantages of the product, how to position yourself in the market and develop your own and, most importantly, effective marketing strategy - Roger Best will tell about all this in the book "Marketing from the Consumer".
For whom this book
For students and master"s students, teachers of universities and business schools.
For top management, managers and owners of companies, marketing directors and marketers.
About the author
Roger Best - an honorary professor of marketing at the University of Oregon, also teaches marketing at the University of Arizona and at INSEAD, the French business school and the research institute. The holder of a large number of education awards was a observer in the journal Journal of Marketing Research. Published more than 50 articles on the topic of marketing. There is a degree of MBA, defended the professor"s dissertation.
Initially received a bachelor"s degree in electrical engineering at the University at the Polytechnic University of California. He began his career at General Electric, where he was engaged in engineering and product management. Then he continued cooperation with GE already in the field of marketing. It has more than 25 years of experience in learning marketing and counseling. Among his clients are large companies such as Covidien, General Electric, Hewlett-Packard, Dow Chemical, Dow Corning, Dupont, Eastman-Kodak, Esco, James Hardie, Lucas Industries, Mediaone Group, Tektronix, Tektronix, Tektronix. Textron, US West. Develops educational programs. President and founder of Roger J. Best, Inc., which has existed since 1990
The sixth edition of the classic marketing book is processed and supplemented. The focus in the new edition is made on new marketing technologies, analytics and metrics.
The book eliminates the gap between theory and practice. A powerful theoretical base is supplemented by cases of real companies that make the material clear and easy for perception.
The work of Roger Best, a business professor and a marketing and management consultant, is an excellent alternative to dry scientific publications and inexpressive textbooks. The fundamental concepts and phenomena of marketing are illustrated by stories from the life of both small and the world"s largest companies. "Marketing from the consumer" is a desktop book of both a novice marketer and an experienced marketer.
Graphics, tables and schemes, practical tools, examples of the marketing plan, and even questions for self -control - the presentation of the material is so diverse that it will help not to be distracted even when studying the most complex parts. You will learn how to analyze the market and identify its basic laws, manage loyalty and build relationships with consumers, get acquainted with key indicators and analytics. You will learn everything (and even a little more) about managing the market and financial results.
How to conduct a competitive analysis, what are the advantages of the product, how to position yourself in the market and develop your own and, most importantly, effective marketing strategy - Roger Best will tell about all this in the book "Marketing from the Consumer".
For whom this book
For students and master"s students, teachers of universities and business schools.
For top management, managers and owners of companies, marketing directors and marketers.
About the author
Roger Best - an honorary professor of marketing at the University of Oregon, also teaches marketing at the University of Arizona and at INSEAD, the French business school and the research institute. The holder of a large number of education awards was a observer in the journal Journal of Marketing Research. Published more than 50 articles on the topic of marketing. There is a degree of MBA, defended the professor"s dissertation.
Initially received a bachelor"s degree in electrical engineering at the University at the Polytechnic University of California. He began his career at General Electric, where he was engaged in engineering and product management. Then he continued cooperation with GE already in the field of marketing. It has more than 25 years of experience in learning marketing and counseling. Among his clients are large companies such as Covidien, General Electric, Hewlett-Packard, Dow Chemical, Dow Corning, Dupont, Eastman-Kodak, Esco, James Hardie, Lucas Industries, Mediaone Group, Tektronix, Tektronix, Tektronix. Textron, US West. Develops educational programs. President and founder of Roger J. Best, Inc., which has existed since 1990
Author:
Author:Роджер Бест
Cover:
Cover:Hard
Category:
- Category:Business & Money
Publication language:
Publication Language:Russian
Paper:
Paper:Offset
ISBN:
ISBN:978-5-00146-061-9
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