Marketing Communications: Objectives, Strategy, Tactics

By: Larry Percy and John R Rossiter and Lars Bergkvist

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Synopsis: An exhaustive textbook that combines industry experience with academic expertise to provide students with a practical system of how to create a marketing plan. This book presents the concepts, strategies and models related to supply chains. Using accessible quantitative models, it provides a unified framework for supply chain analytics for products - right from sourcing to manufacturing to delivery to remanufacturing, which closes the supply chain. The book synthesizes a collection of analytical models in the context of both formulation and solution of the problems in all the areas of supply chain. The textbook provides its readers with the tools and skills necessary to understand supply chains analytically and quantitatively and opens opportunities for them to play around with the concepts through exercises and examples. This book will be ideal for students of management who want to get a better understanding of supply chain analytics. Key Features: • Contains over 10 case studies of real Indian companies - their supply chain problems and solutions • Includes sections on system dynamic models, stochastic models and chapters on remanufacturing models and simulation modelling • Uses Microsoft Excel solver to help students easily grasp the mathematics behind the models and experiment with the problems themselves