Authors: Assoc.Prof.Dr. Le The Gioi - Dr. Nguyen Xuan Lan - MA. Vo Quang Tri - MA. Dinh Thi Le Tram - MA. Pham Ngoc Ai
Publisher: Lao Dong
Page number: 496
Year of publication: 2014
Category: Marketing management books.
Value marketing focuses on building an integrated marketing system in which all marketing processes and efforts must aim to deliver more values to customers and build values for shareholders / owners. The value marketing people think that in order to compete effectively, businesses need to do more than building a brand or relationships, which is creating value.
With a desire to provide Vietnamese readers with a more comprehensive view of modern marketing management, we re-compile the Marketing Management curriculum with a more strategic and administrative approach under the name of value-oriented marketing management.
In this book, we want to introduce to readers the modern marketing management and thinking system that are being practiced and pursued by successful companies around the world. We hope to add to the Vietnamese business community another way of viewing Modern Marketing Management.
Value-oriented marketing aims to create and deliver superior value to customers at a reasonable cost, thereby creating value for shareholders and investors of the business. The main questions in value-oriented marketing are: What values will be created? How are those values shared between customers and businesses? How does the process of creating and sharing those values best done in the enterprise and in the market?
Table of content:
Part I: understanding value-oriented marketing
Chapter 1: Overview of marketing management
Chapter 2: Creating value, customer satisfaction and loyalty
Chapter 3: Marketing strategy planning
Part II: valuation
Chapter 4: Marketing information system and marketing environment
Chapter 5: analyzing customer behavior
Chapter 6: Competitive analysis and competitive strategy
Chapter 7: Market segmentation and target market selection
Chapter 8: positioning strategy and branding
Part III: value development
Chapter 9: Product and service administration
Chapter 10: Strategic management and price policy
Part IV: transfer and distribution of value
Chapter 11: Supply chain management and marketing channels
Chapter 12: Integrated marketing communications
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