Kotler on Marketing - How to Create, Win, and Dominate Markets

Covers global, Internet, database marketing, and relationship marketing, and answers common questions about marketing

Sommario

CONTENTS
Preface
PART ONE: STRATEGIC MARKETING
1. Building Profitable Businesses Through World-Class Marketing2. Using Marketing to Understand, Create, Communicate, and Deliver Value3. Identifying Market Opportunities and Developing Targeted Value Offerings4. Developing Value Propositions and Building Brand Equity
PART TWO: TACTICAL MARKETING
5. Developing and Using Market Intelligence6. Designing the Marketing Mix7. Acquiring, Retaining, and Growing Customers8. Designing and Delivering More Customer Value
PART THREE: ADMINISTRATIVE MARKETING
9. Planning and Organizing for More Effective Marketing10. Evaluating and Controlling Marketing Performance
PART FOUR: TRANSFORMATIONAL MARKETING
11. Adapting to the New Age of Electronic Marketing
Appendix
Characteristics, Success Strategies, and Marketing Department Roles in Different Types of Industrial Businesses
Notes
Company and Brand Name Index
Subject Index

Info autore

Philip Kotler

Dettagli sul prodotto

• Autori: Philip Kotler
• Editore: Free Press USA
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 19.04.2014
• EAN: 9781476787909
• ISBN: 978-1-4767-8790-9
• Dimensioni: 160 mm x 235 mm x 20 mm
• Categoria: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing