Cambridge marketing handbook: products
Auteur :
Wilson, Tony
Éditeur :
Wilson, TonyCambridge Marketing College,
ISBN :
9780749470753
Date de publication :
3 août 2013
Dimensions :
18,0 x 11,4 x 1,1 cm
Poids :
150 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Written in two parts, this handbook explores the nature of the product itself and how it should fit with the marketplace. It deals primarily with how to craft a strong value-proposition, as seen by customers, and how to compile the business case, as seen by the selling organization, including chapters on portfolio management and branding.