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Marketing Management Upplaga 12
'Marketing Management' 12th edition, is the work of two marketing visionaries. Philip Kotler and new co-author Kevin Keller introduce new material and structure in this edition.
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course.
This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice. The new edition of this classic best-seller is by two marketing visionaries: Philip Kotler and Kevin Keller. Their focus was to preserve the strengths of previous editions while introducing new material and structure to further enhance learning.
Contents
Part I. Understanding Marketing Management
Chapter 1 — Defining Marketing for the 21st Century
Chapter 2 — Developing Marketing Strategies & Plans
Part II. Capturing Marketing Insights
Chapter 3 — Gathering Information & Scanning the Environment
Chapter 4 — Conducting Marketing Research & Forecasting Demand
Part III. Connecting with Customers
Chapter 5 — Creating Customer Value, Satisfaction, & Loyalty
Chapter 6 — Analyzing Consumer Markets
Chapter 7 — Analyzing Business Markets
Chapter 8 — Identifying Market Segments & Targets
Part IV. Building Strong Brands
Chapter 9 — Creating Brand Equity
Chapter 10 — Crafting the Brand Positioning
Chapter 11 — Dealing with Competition
Part V. Shaping the Market Offerings
Chapter 12 — Setting Product Strategy
Chapter 13 — Designing & Managing Services
Chapter 14 — Developing Pricing Strategies & Programs
Part VI. Delivering Value
Chapter 15 — Designing & Managing Value Networks & Channels
Chapter 16 — Managing Retailing, Wholesaling & Logistics
Part VII. Communicating Value
Chapter 17 — Designing & Managing Integrated Marketing Communications
Chapter 18 — Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
Chapter 19 — Managing Personal Communications: Direct Marketing & the Sales Force
Part VIII. Creating Long-Term Growth
Chapter 20 — Introducing New Market Offerings
Chapter 21 — Tapping into Global Markets
Chapter 22 — Managing a Holistic Marketing Organization
Upplaga: 12e upplagan
Utgiven: 2005
ISBN: 9780131457577
Förlag: Prentice Hall
Format: Inbunden
Språk: Engelska
Sidor: 729 st
'Marketing Management' 12th edition, is the work of two marketing visionaries. Philip Kotler and new co-author Kevin Keller introduce new material and structure in this edition.
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course.
This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice. The new edition of this classic best-seller is by two marketing visionaries: Philip Kotler and Kevin Keller. Their focus was to preserve the strengths of previous editions while introducing new material and structure to further enhance learning.
Contents
Part I. Understanding Marketing Management
Chapter 1 — Defining Marketing for the 21st Century
Chapter 2 — Developing Marketing Strategies & Plans
Part II. Capturing Marketing Insights
Chapter 3 — Gathering Information & Scanning the Environment
Chapter 4 — Conducting Marketing Research & Forecasting Demand
Part III. Connecting with Customers
Chapter 5 — Creating Customer Value, Satisfaction, & Loyalty
Chapter 6 — Analyzing Consumer Markets
Chapter 7 — Analyzing Business Markets
Chapter 8 — Identifying Market Segments & Targets
Part IV. Building Strong Brands
Chapter 9 — Creating Brand Equity
Chapter 10 — Crafting the Brand Positioning
Chapter 11 — Dealing with Competition
Part V. Shaping the Market Offerings
Chapter 12 — Setting Product Strategy
Chapter 13 — Designing & Managing Services
Chapter 14 — Developing Pricing Strategies & Programs
Part VI. Delivering Value
Chapter 15 — Designing & Managing Value Networks & Channels
Chapter 16 — Managing Retailing, Wholesaling & Logistics
Part VII. Communicating Value
Chapter 17 — Designing & Managing Integrated Marketing Communications
Chapter 18 — Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
Chapter 19 — Managing Personal Communications: Direct Marketing & the Sales Force
Part VIII. Creating Long-Term Growth
Chapter 20 — Introducing New Market Offerings
Chapter 21 — Tapping into Global Markets
Chapter 22 — Managing a Holistic Marketing Organization
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