Marketing Management (inbunden)
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
840
Utgivningsdatum
2019-07-04
Förlag
Pearson Education
Medarbetare
Keller, Kevin Lane / Goodman, Malcolm / Brady, Mairead / Hansen, Torben
Dimensioner
282 x 220 x 32 mm
Vikt
2000 g
Antal komponenter
1
ISBN
9781292248448
Marketing Management (inbunden)

Marketing Management

European Edition

Inbunden Engelska, 2019-07-04
759
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The classic Marketing Management is an undisputed global best-seller an encyclopedia of marketing considered by many as the authoritative book on the subject. This fourth European edition keeps the accessibility, theoretical rigour and managerial relevance the heart of the book - and adds:

 

A structure designed specifically to fit the way the course is taught in Europe.

Fresh European examples which make students feel at home.

The inclusion of the work of prominent European academics. 

A focus on the digital challenges for marketers.

An emphasis on the importance of creative thinking and its contribution to marketing practice.

New in-depth case studies, each of which integrates one of the major parts in the book. 

 

This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.

 

A key text for both undergraduate and postgraduate marketing programmes.
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Preface

Acknowledgements

Publishers acknowledgements

PART 1 Understanding Marketing Management

Chapter 1 Defining marketing for the new realities

Chapter 2 Understanding marketing management within a global context

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 competition

PART 3 Connecting with Customers

Chapter 10 Seeking and developing target marketing differentiation strategies

Chapter 11 Creating customer value, satisfaction and loyalty

Chapter 12 Creating and managing brands and brand equity

Chapter 13 Digital and global brand management strategies

PART 4 Shaping and Pricing 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 5 Communicating Value

Chapter 17 Designing and managing non-personal marketing communications

Chapter 18 Managing personal communications

PART 6 Delivering Value

Chapter 19 Designing and managing distribution channels and global value networks

Chapter 20 Managing process, people and physical evidence

PART 7 Managing Marketing Implementation and Control

Chapter 21 Implementing marketing management

Chapter 22 Managing marketing metrics

Glossary

Index