A Framework for Marketing Management, Global Edition (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
352
Utgivningsdatum
2015-06-11
Upplaga
6
Förlag
Pearson
Medarbetare
Keller, Kevin
Dimensioner
230 x 190 x 10 mm
Vikt
491 g
Antal komponenter
1
ISBN
9781292093147
A Framework for Marketing Management, Global Edition (häftad)

A Framework for Marketing Management, Global Edition

Häftad Engelska, 2015-06-11
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For graduate and undergraduate courses in marketing management.

 

A Succinct Guide to 21st Century Marketing Management

Framework for Marketing Management is a concise, streamlined version of Kotler and Kellers fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The books efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases.

The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.
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Innehållsförteckning

I: Understanding Marketing Management

1.Defining Marketing for the New Realities

2.Developing and Implementing Marketing Strategies and Plans

3.Capturing Marketing Insights and Forecasting Demand

 

II: Connecting with Customers

4.Creating Long-term Loyalty Relationships

5. Analyzing Consumer and Business Markets

 

III: Building Strong Brands

6.Identifying Market Segments and Targets

7.Crafting the Brand Positioning

8.Creating Brand Equity and Driving Growth

 

IV: Shaping the Market Offerings

9. Setting Product Strategy and Introducing New Offerings

10. Designing and Managing Services

11. Developing Pricing Strategies and Programs

 

V: Delivering Value

12. Designing and Managing Integrated Marketing Channels

13. Managing Retailing, Wholesaling, and Logistics

 

VI: Communicating Value

14. Designing and Managing Integrated Marketing Communications

15. Managing Digital Communications

16. Managing Mass Communications

17. Managing Personal Communications

 

VII: Managing the Marketing Organization for Long-Term Success

18. Conducting Marketing Responsibly in the Global Economy