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Fler böcker inom
- Inbunden (hardback)
- Språk: Engelska
- Antal sidor: 816
- Utg.datum: 2011-02-08
- Upplaga: 14
- Förlag: Prentice Hall
- Medarbetare: Keller, Kevin
- Illustrationer: illustrations
- Dimensioner: 279 x 203 x 31 mm
- Vikt: 1655 g
- Antal komponenter: 1
- Komponenter: STICKER
- ISBN: 9780132102926
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Bloggat om Marketing Management
Innehållsförteckning
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 on Demand
Part 3: Connecting with Customers
Chapter 5. Creating Long-term Loyalty Relationships
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 Position
Chapter 11. Competitive Dynamics
Part 5: Shaping the Market
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
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 Experiences, and Public Relations
Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Part 8: Creating Successful Long-Term Growth
Chapter 20. Introducing New Marketing Offerings
Chapter 21. Tapping into Global Markets
Chapter 22. Managing a Holistic Marketing Organization
(Pearson)
