{"product_id":"marketing-management-9","title":"Marketing Management","description":"This 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.\u003cbr\u003e\n\u003cbr\u003e\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\/business strategies and plans for success through comprehensive analysis, resource allocation, budgeting, and measuring key performance indicators.\u003cbr\u003e\n\u003cbr\u003e\nFeatures include case studies to bring theory to life, further reading suggestions to expand your understanding, and a marketing planning template to practice applying your knowledge to a real business scenario. Suitable for undergraduate\/bachelor and postgraduate students studying Marketing Management and Strategic Marketing.\u003cbr\u003e\n\u003cbr\u003e\n\u003cstrong\u003eFred Selnes\u003c\/strong\u003e is a professor of marketing at BI, Norwegian Business School.\u003cbr\u003e\n\u003cstrong\u003eEven Lanseng\u003c\/strong\u003e is an associate professor of marketing at BI, Norwegian Business School.","brand":"SAGE Publications Ltd","offers":[{"title":"Default Title","offer_id":54247047790936,"sku":"9781529624250","price":181.04,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781529624250.jpg?v=1777790752","url":"https:\/\/agendabookshop.com\/products\/marketing-management-9","provider":"Agenda Bookshop","version":"1.0","type":"link"}