Marketing Management - 12th International Edition

   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

 

Dettagli sul prodotto

• Autori: Kevin Lane Keller, Philip Kotler, Philip T Kotler
• Editore: Prentice Hall
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 11.03.2008
• EAN: 9780138146030
• ISBN: 978-0-13-814603-0
• Serie: Prentice Hall; Prentice Hall
• Categorie: Scienze sociali, diritto, economia > Economia; Marketing