Praise for the First European Edition of Marketing Management
This is a much longed-for edition of the classic Marketing Management. The European co-authors have done a committed job to adapt the text not an easy task which requires balanced judgment and wisdom. A large number of cases have been skilfully selected to make European students feel at home. The theoretical framework is basically unchanged but has been supplemented with seminal contributions from Europe.
Professor Evert Gummesson, Stockholm University School of Business, Sweden
The scope and range of marketing continues to move at a pace in todays modern world. This textbook demonstrates admirably this scope and range of concepts and issues which students of marketing must prepare and perform against. This text examines traditional aspects of marketing and blends these with modern and future concepts. At the same time it bridges the Atlantic in perspective with excellent examples of interest to all marketers. Students studying marketing will do well to make this a must read.
Professor David Carson, Ulster Business School, University of Ulster
An excellent up-to-date, comprehensive and broadly structured text. This book represents a serious attempt to adapt Kotlers ideas to the wider views of the marketing world, not the reverse, from Nordic relationships and Chinese guanxi to French post-modernism.
Michael Saren, BA, PhD, Professor of Marketing, University of Leicester, England
Marketing Management exhibits all the qualities of a true marketing classic: accessibility, state-of-the-art overviews, theoretical rigour and managerial relevance. This multi-purpose textbook is a must-have for academics and practitioners.
Martin Wetzels, Professor of Marketing and Supply Chain Research, Maastricht University, The Netherlands
The first European edition of the seminal work Marketing Management is a welcome addition to the growing body of work in this important discipline. The authors have recognised the strong contribution of European academics to relationship marketing, as well as recent developments in the service dominant logic, digital marketing, and marketing metrics. This will become a standard text for both undergraduate and postgraduate marketing programmes across the continent.
Professor Graham Hooley, Deputy Vice-Chancellor, Aston University
The first European edition of Marketing Management provides students and practitioners of marketing with an innovative perspective on the classic American original. This outstanding book synthesises contemporary marketing thought, presents fresh European examples and illustrates the need to stay alert in a continuously changing society.
Karin M. Ekstrm, Professor in Marketing, University of Boras, Sweden
Har du läst boken? Bli först att betygsätta och recensera boken .
- Inbunden (Hardback)
- Språk: Engelska
- Antal sidor: 928
- Utg.datum: 2009-04-09
- Upplaga: 1
- Förlag: Pearson
- Medarbetare: Keller, Kevin / Brady, Mairead / Goodman, Malcolm / Hansen, Torben
- Illustrationer: Illustrations
- Dimensioner: 285 x 215 x 40 mm
- Vikt: 2440 g
- Antal komponenter: 1
- ISBN: 9780273718567
Fler böcker av Philip Kotler
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...