Opis: Marketing Management - Kevin Lane Keller, Kevin Keller, Torben Hansen

The classic Marketing Management is an undisputed global best-seller - an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third 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.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 Chapter 12 Creating and managing brands and brand equity Chapter 13 Digital and global brand management strategies PART 4 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 5 SHAPING COMMUNICATION Chapter 17 Designing and managing marketing communications Chapter 18 Mass marketing and personal communications PART 6 DELIVERING VALUE Chapter 19 Designing and managing integrated marketing channels Chapter 20 Managing process, people and physical evidence at the consumer interface PART 7 MANAGING MARKETING IMPLEMENTATION AND CONTROL Chapter 21 Implementing marketing management Chapter 22 Managing marketing metrics

Szczegóły: Marketing Management - Kevin Lane Keller, Kevin Keller, Torben Hansen

Tytuł: Marketing Management
Autor: Kevin Lane Keller, Kevin Keller, Torben Hansen
Wydawnictwo: Pearson
ISBN: 9781292093239
Rok wydania: 2016
Ilość stron: 976
Oprawa: Twarda
Waga: 2.28 kg

Recenzje: Marketing Management - Kevin Lane Keller, Kevin Keller, Torben Hansen