Opis: Marketing Management - Malcolm Goodman, Kevin Lane Keller, Mairead Brady

All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.PART 1 UNDERSTANDING MARKETING MANAGEMENT Chapter 1 Introduction to Marketing 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 PART 4 BUILDING STRONG BRANDS Chapter 12 Creating and Managing Brands and Brand Equity Chapter 13 Digital and Global Brand Management Strategies PART 5 SHAPING 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 6 DELIVERING VALUE Chapter 17 Designing and Managing Integrated Marketing Channels and Global Value Networks Chapter 18 Managing Process, People and Physical Evidence at the Consumer Interface PART 7 COMMUNICATING VALUE Chapter 19 Designing and Managing Marketing Communications Chapter 20 Managing Mass and Personal Communications PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL Chapter 21 Implementing Marketing Management Chapter 22 Managing Marketing Metrics

Szczegóły: Marketing Management - Malcolm Goodman, Kevin Lane Keller, Mairead Brady

Tytuł: Marketing Management
Autor: Malcolm Goodman, Kevin Lane Keller, Mairead Brady
Producent: Pearson
ISBN: 9780273743613
Rok produkcji: 2012
Ilość stron: 1064
Oprawa: Twarda
Waga: 2.39 kg

Recenzje: Marketing Management - Malcolm Goodman, Kevin Lane Keller, Mairead Brady