Marketing Management

Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen (Autoren)

Buch | Hardcover

1064 Seiten

2012 | 2nd edition
Pearson Education Limited (Verlag)
978-0-273-74361-3 (ISBN)

Infos

All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.

Inhalt

PART 1 UNDERSTANDING MARKETING MANAGEMENT
Chapter 1 Introduction to Marketing

Chapter 2 Understanding Marketing Management Within a Global Context
Chapter 3 Developing Marketing Strategies and Plans
Chapter 4 Managing Digital Technology in Marketing

PART 2 CAPTURING MARKETING INSIGHTS
Chapter 5 The Changing Marketing Environment and Information Management
Chapter 6 Managing Market Research and Forecasting
Chapter 7 Analysing Consumer Markets
Chapter 8 Analysing Business Markets
Chapter 9 Dealing with Competition

PART 3 CONNECTING WITH CUSTOMERS
Chapter 10 Seeking and Developing Target Marketing Differentiation Strategies

Chapter 11 Creating Customer Value, Satisfaction and Loyalty

PART 4 BUILDING STRONG BRANDS
Chapter 12 Creating and Managing Brands and Brand Equity
Chapter 13 Digital and Global Brand Management Strategies

PART 5 SHAPING THE MARKET OFFERING
Chapter 14 Designing, Developing and Managing Market Offerings
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing and Managing Pricing Strategies

PART 6 DELIVERING VALUE
Chapter 17 Designing and Managing Integrated Marketing Channels and Global Value Networks
Chapter 18 Managing Process, People and Physical Evidence at the Consumer Interface

PART 7 COMMUNICATING VALUE
Chapter 19 Designing and Managing Marketing Communications
Chapter 20 Managing Mass and Personal Communications

PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL
Chapter 21 Implementing Marketing Management
Chapter 22 Managing Marketing Metrics

Produkt-Details

• Verlagsort: Harlow
• Sprache: englisch
• Maße: 209 x 277 mm
• Gewicht: 2310 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-273-74361-9 / 0273743619
• ISBN-13: 978-0-273-74361-3 / 9780273743613
• Zustand: Neuware