Marketing Management

First European Edition

av Philip Kotler  (inbunden, 2009)

Den här utgåvan av boken är slutsåld (slut på förlaget)

Kundrecensioner

Bli först att betygsätta och recensera boken .

 (inbunden)
  • 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

Bloggat om

Innehållsförteckning

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...