Essentials of Managing Marketing

Capon, N and Singh, S S (2018) Essentials of Managing Marketing. Wiley. ISBN 9788126567867

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Abstract

Essentials of Managing Marketing is about understanding how to develop market strategy, implement market offers, manage the marketing process. Essentials of Managing Marketing focuses on the manager, not just the marketer. For readers committed to a career in marketing, this book forms a solid foundation as you study marketing further/deeper. Essentials of Managing Marketing provides what every general manager and senior executive must know about marketing. This book emphasizes the role of marketing in creating value for customers — leading to the creation of value for other firm stakeholders, including employees and shareholders.

Affiliation:	Indian School of Business
ISB Creiators:	ISB Creators ORCiD Singh, S S UNSPECIFIED
Item Type:	Book
Uncontrolled Keywords:	Market Strategy, Market Offers, Marketing Process
Subjects:	Marketing
Depositing User:	Gurusrinivasan K
Date Deposited:	16 May 2021 01:47
Last Modified:	16 May 2021 01:47
URI:	https://eprints.exchange.isb.edu/id/eprint/1488
Publisher URL:	https://www.wileyindia.com/essentials-of-managing-...
Publisher OA policy:	https://www.wileyindia.com/essentials-of-managing-marketing.html
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