Marketing Management, Global Edition (häftad)
Häftad (Paperback)
Antal sidor
Keller, Kevin Lane
275 x 215 x 25 mm
1506 g
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Marketing Management, Global Edition (häftad)

Marketing Management, Global Edition

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Häftad Engelska, 2015-04-30
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For undergraduate and graduate courses in marketing management.


The gold standard for today's marketing management

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.


The world of marketing is changing everyday--and in order for students to have a competittive advantage, they need a textbook that reflects the best  of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.


The Fifteenth Edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.    

Please note that the product you are purchasing does not include MyMarketingLab.




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This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.


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De som köpt den här boken har ofta också köpt Principles of Marketing, Global Edition av Philip T Kotler (häftad).

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Bloggat om Marketing Management, Global Edition


Part 1. Understanding Marketing Management 
1. Defining Marketing for the New Realities 
2. Developing Marketing Strategies and Plans

Part 2. Capturing Marketing Insights 
3. Collecting Information and Forecasting Demand 
4. Conducting Marketing Research

Part 3. Connecting with Customers

5. Creating Long-term Loyalty Relationships 
6. Analyzing Consumer Markets 
7. Analyzing Business Markets 
8. Tapping into Global Markets

Part 4. Building Strong Brands

9. Identifying Market Segments and Targets
10. Crafting the Brand Positioning
11. Creating Brand Equity 
12. Addressing Competition and Driving Growth

Part 5. Shaping the Market Offerings

13. Setting Product Strategy 
14. Designing and Managing Services 
15. Introducing New Market Offerings 
16. Developing Pricing Strategies and Programs

Part 6. Delivering Value

17. Designing and Managing Integrated Marketing Channels 
18. Managing Retailing, Wholesaling, and Logistics

Part 7. Communicating Value

19. Designing and Managing Integrated Marketing Communications 
20. Managing Digital Communications: Online, Social Media and Mobile Marketing 
21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 
22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling

Part 8. Managing the Marketing Organization

23. Managing a Holistic Marketing Organization for the Long Run