Marketing Management

First European Edition

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

Buch | Hardcover

928 Seiten

2009
Pearson Education Limited (Verlag)
978-0-273-71856-7 (ISBN)

Infos

The American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students.

Inhalt

PART 1 UNDERSTANDING MARKETING MANAGEMENT

Chapter 1 Defining Marketing : The European Context

Chapter 2 Understanding Marketing Management

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 the Competition

PART 3 CONNECTING WITH CUSTOMERS

Chapter 10 Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies

Chapter 11 Creating Customer Value, Satisfaction and Loyalty

PART 4 BUILDING STRONG BRANDS

Chapter 12 Creating and Managing Brand Equity

Chapter 13 Devising a Contemporary Branding Strategy

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 Supply Networks

Chapter 18 Managing Service Process and the Customer Interface

PART 7 COMMUNICATING VALUE

Chapter 19 Designing and Managing Marketing Communications

Chapter 20 Managing Global and Personal Communications

PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL

Chapter 21 Implementing Marketing Management

Chapter 22 Managing Marketing Metrics

Produkt-Details

• Erscheint lt. Verlag: 9.4.2009
• Verlagsort: Harlow
• Sprache: englisch
• Maße: 100 x 100 mm
• Gewicht: 100 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-273-71856-8 / 0273718568
• ISBN-13: 978-0-273-71856-7 / 9780273718567
• Zustand: Neuware