Marketing Management
DBA Program

Overview

Marketing Management is the authoritative train which concentrates on the reasonable utilization of promoting introduction, strategies, and techniques inside ventures and associations and on the management of an associations advertising assets and exercises.

Part I.    Understanding Marketing Management

•            Chapter 1 — Defining Marketing for the 21st Century

•            Chapter 2 — Developing Marketing Strategies & Plans

Part II.  Capturing Marketing Insights

•            Chapter 3 — Gathering Information & Scanning the Environment

•            Chapter 4 — Conducting Marketing Research & Forecasting Demand

Part III.  Connecting with Customers

•            Chapter 5 — Creating Customer Value, Satisfaction, & Loyalty

•            Chapter 6 — Analyzing Consumer Markets

•            Chapter 7 — Analyzing Business Markets

•            Chapter 8 — Identifying Market Segments & Targets

Part IV.  Building Strong Brands

•            Chapter 9 — Creating Brand Equity

•            Chapter 10 — Crafting the Brand Positioning

•            Chapter 11 — Dealing with Competition

Part V.  Shaping the Market Offerings

•            Chapter 12 — Setting Product Strategy

•            Chapter 13 — Designing & Managing Services

•            Chapter 14 — Developing Pricing Strategies & Programs

Part VI.  Delivering Value

•            Chapter 15 — Designing & Managing Value Networks & Channels

•            Chapter 16 — Managing Retailing, Wholesaling & Logistics

 

Part VII.  Communicating Value

•            Chapter 17 — Designing & Managing Integrated Marketing Communications

•            Chapter 18 — Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations

•            Chapter 19 — Managing Personal Communications: Direct Marketing & the Sales Force

Part VIII.  Creating Long-Term Growth

•            Chapter 20 — Introducing New Market Offerings

•            Chapter 21 — Tapping into Global Markets

 

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