Marketing management /
This is the 13th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
| Основен автор: | Kotler, Philip. |
|---|---|
| Други автори: | Keller, Kevin Lane, 1956- |
| Формат: | Книга |
| Език: | English |
| Публикувано: |
Upper Saddle River, N.J. :
Pearson Prentice Hall,
c2009.
|
| Издание: | 13th ed. |
| Предмети: | |
| Онлайн достъп: |
Table of contents only Kostenfrei |
Съдържание:
- pt. 1. Understanding marketing management
- Defining marketing for the 21st century
- Developing marketing strategies and plans
- pt. 2. Capturing marketing insights
- Gathering information and scanning the environment
- Conducting marketing research and forecasting demand
- pt. 3. Connecting with customers
- Creating customer value, satisfation, and loyalty
- Analyzing consumer & business markets
- Identifying market segments and targets
- pt. 4. Building strong brands
- Creating brand equity
- Crafting the brand positioning
- Dealing with competition
- Shaping the market offerings
- Setting product strategy
- Designing and managing services
- Developing pricing strategies and programs
- pt. 6. Delivering value
- Designing and managing integrated marketing
- Managing retailing, wholesaling, and logistics
- pt. 7. Communicating value
- Designing and managing integrated marketing communications
- Managing mass communications : advertising, sales promotions, events and experiences, and public relations
- Managing, word of mouth, and personal selling
- pt. 8. Creating successful long-term growth
- Introducing new market offerings
- Tapping into global markets
- Managing a holistic marketing organization.