Marketing Management

Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation.

Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner.

New to this edition:

- New coverage of technology applications and developments and B2B marketing
- Consistent focus on value creation throughout
- More examples to illustrate theory
- Enhanced pedagogy including long case studies and exercises in every chapter

With its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.

PIERRE-LOUIS DUBOIS is professor at Universite Pantheon-Assas Paris, France, founding editor of the journal Recherches et Applications en Marketing and a consultant to major companies.

ALAIN JOLIBERT is professor of Marketing at Universite Pierre Mendes, Grenoble, France, a leading figure in the Association Francaise de Marketing and editor of the French journal Recherches et Applications en Marketing.

HANS MUHLBACHER is professor of Business Administration at Leopold-Franzens-University, Innsbruck, Austria. He has been visiting professor at many institutions in France and the US, is a former President of the European Academy of Marketing, and is a consultant to major firms.

LAURENT FLORES is the founder of CRMMETRIX, a company that specializes in measuring websites effectiveness and developing innovative customer-listening solutions for Fortune 500 companies worldwide from its New York, Cincinnati, Paris and Singapore offices. Dr. Flores holds a PhD in Marketing, and is currently an associate professor of Marketing at Universite Paris II (Pantheon-Assas).