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Value-added Marketing By Torsten H. Nilson

Value-added Marketing

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"Value-added marketing" is an approach to marketing which focuses on the real business issues rather than on a search for unfulfilled market niches. This book challenges classical marketing theory and provides a theoretical framework and management advice for implementation of this new concept.

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Value-added Marketing Summary


Value-added Marketing: Marketing Management for Superior Results by Torsten H. Nilson

"Value-added marketing" is a new, proactive approach to marketing which focuses on the real business issues, such as ensuring superior products and services, rather than on an academic search for unfulfilled market niches. This book challenges classical marketing theory and provides a theoretical framework, guidance and management advice for implementation of this new concept. It should be of interest to marketing directors and managers, marketing practitioners, directors looking for a more effective efficient marketing approach and MBA students.

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Table of Contents


Marketing - an efficient profession?; the weakness of classical marketing; marketing and the world - the interaction; competition - in a stagnating world market; attraction and over-satisfaction; value-added marketing - the new concept; the value balance; the role of market research; implementing value-added marketing; building tangible values; old product development; new product development; product enhancement in a wider sense; building intangible values; branding - the customer buys a product not a brand; design - the most important part of the communication mix; sales promotions; advertising and PR; the salesman; pricing; management implications; the effects of applying value-added marketing; final words.

Additional information

GOR005773472
Value-added Marketing: Marketing Management for Superior Results by Torsten H. Nilson
Torsten H. Nilson
McGraw-Hill Marketing for Professionals
Used - Very Good
Hardback
McGraw-Hill Education - Europe
1992-05-01
208
0077076559
9780077076559
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine.