Marketing Management
Pearson (Verlag)
978-0-13-135797-6 (ISBN)
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Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
PART 1: UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategies and Plans
PART 2: CAPTURING MARKETING INSIGHTS
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
PART 3: CONNECTING WITH CUSTOMERS
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets
PART 4: BUILDING STRONG BRANDS
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Dealing with Competition
PART 5: SHAPING THE MARKET OFFERINGS
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14: Developing Pricing Strategies and Programs
PART 6: DELIVERING VALUE
Chapter 15: Designing and Managing Integrated Marketing Channels
Chapter 16: Managing Retailing, Wholesaling, and Logistics
PART 7: COMMUNICATING VALUE
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions,
Events, and Public Relations
Chapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling
PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH
Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization
| Erscheint lt. Verlag | 6.5.2008 |
|---|---|
| Sprache | englisch |
| Maße | 277 x 217 mm |
| Gewicht | 1616 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-135797-2 / 0131357972 |
| ISBN-13 | 978-0-13-135797-6 / 9780131357976 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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