Marketing Management

Kevin Keller , Philip Kotler , Mairead Brady , Malcolm Goodman , Torben Hansen

Editura: Prentice Hall
The American edition of Marketing Management is the world's leadingi?1/2marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students.i?1/2
  • Limba : Engleza
  • Cuprins : PART 1 UNDERSTANDING MARKETING MANAGEMENT Chapter 1 Defining Marketing : The European Context Chapter 2 Understanding Marketing Management 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 the Competition PART 3 CONNECTING WITH CUSTOMERS Chapter 10 Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies Chapter 11 Creating Customer Value, Satisfaction and Loyalty PART 4 BUILDING STRONG BRANDS Chapter 12 Creating and Managing Brand Equity Chapter 13 Devising a Contemporary Branding Strategy PART 5 SHAPING THE MARKET OFFERING Chapter 14 Designing, Developing and Managing Market Offerings Chapter 15 Introducing New Market Offerings
  • Data Publicarii : 09 Apr 2009
  • Editie : European ed
  • Format : Hardback
  • Numar pagini : 928
  • ISBN : 9780273718567
157.99 Lei
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