Philip Kotler, Kevin Keller

Marketing Management, Global Edition

• Broschiertes Buch

Produktbeschreibung

For undergraduate and graduate courses in 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.

Produktdetails

• Global Edition
• Verlag: Pearson Education
• 15th, rev. ed.
• Seitenzahl: 832
• Erscheinungstermin: 30. April 2015
• Englisch
• Abmessung: 261mm x 215mm x 30mm
• Gewicht: 1745g
• ISBN-13: 9781292092621
• ISBN-10: 1292092629
• Artikelnr.: 43381367

Autorenporträt

Prof. Philip Kotler lehrt an der Kellogg School of Management, Chicago. Er gilt als renommierter Experte im Bereich Marketing weltweit.

Inhaltsangabe

* 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