Opis: Framework for Marketing Management - Kevin Lane Keller, Philip Kotler, Greg Jenkins

For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. "Framework for Marketing Management "provides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.Part I: Understanding Marketing Management Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing and Implementing Marketing Strategies and Plans Chapter 3: Understanding Markets, Market Demand, and the Marketing Environment Part II: Connecting with Customers Chapter 4: Creating Customer Value, Satisfaction, and Loyalty Chapter 5: Analyzing Consumer Markets Chapter 6: Analyzing Business Markets Chapter 7: Identifying Market Segments and Targets Part III: Building Strong Brands Chapter 8: Creating Brand Equity Chapter 9: Creating Positioning and Dealing with Competition Part IV: Shaping the Market Offerings Chapter 10: Setting Product Strategy and Marketing Through the Life Cycle Chapter 11: Designing and Managing Services Chapter 12: Designing Pricing Strategies and Programs Part V: Delivering Value Chapter 13: Designing and Managing Value Networks and Channels Chapter 14: Managing Retailing, Wholesaling, and Logistics Part VI: Communicating Value Chapter 15: Designing and Managing IMC Chapter 16: Managing Mass Communications Chapter 17: Managing Personal Communications Part VII: Creating Successful Long-Term Growth Chapter 18: Managing Marketing in a Global Economy Glossary

Szczegóły: Framework for Marketing Management - Kevin Lane Keller, Philip Kotler, Greg Jenkins

Tytuł: Framework for Marketing Management
Autor: Kevin Lane Keller, Philip Kotler, Greg Jenkins
Producent: Prentice Hall
ISBN: 9780131452589
Rok produkcji: 2006
Ilość stron: 384
Oprawa: Miękka
Waga: 0.57 kg

Recenzje: Framework for Marketing Management - Kevin Lane Keller, Philip Kotler, Greg Jenkins