A Framework for Marketing Management: International Version
Autor Philip Kotler, Kevin Kelleren Limba Engleză Paperback – 29 feb 2008
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
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Specificații
ISBN-13: 9780137131846
ISBN-10: 0137131844
Pagini: 384
Dimensiuni: 191 x 235 mm
Greutate: 0.57 kg
Ediția:4Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States
ISBN-10: 0137131844
Pagini: 384
Dimensiuni: 191 x 235 mm
Greutate: 0.57 kg
Ediția:4Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States
Cuprins
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: Crafting the Brand 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: Developing Pricing Strategies and Programs
Part V: Delivering Value
Chapter 13: Designing and Managing Integrated Marketing Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics
Part VI: Communicating Value
Chapter 15: Designing and Managing Integrated Marketing Communications
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications
Part VII: Creating Successful Long-Term Growth
Chapter 18: Managing Marketing in the Global Economy
Glossary
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: Crafting the Brand 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: Developing Pricing Strategies and Programs
Part V: Delivering Value
Chapter 13: Designing and Managing Integrated Marketing Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics
Part VI: Communicating Value
Chapter 15: Designing and Managing Integrated Marketing Communications
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications
Part VII: Creating Successful Long-Term Growth
Chapter 18: Managing Marketing in the Global Economy
Glossary
Caracteristici
For graduate and undergraduate marketing management courses.
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
Concise Flexibility
With only 384 pages, this text allows instructors to present an authoritative account of current marketing management practices and theory, while leaving room to incorporate outside cases, simulations, and projects.
OTHER TOPICS OF DISTINCTION
Chapter Openers: The Real-World
The beginning of each chapter features “Marketing Management at…” readings which examine the challenges and opportunities faced by marketers of all kinds of goods and services, allowing students to see how real companies are utilizing marketing principles as they learn to strategize. Some corporations include:
New Innovation on the Marketing Front
“Breakthrough Marketing” boxes highlight innovative and insightful marketing accomplishments, introducing students to the latest developments in the field. Some of the well-known businesses featured are:
Skills for Success
“Marketing Skills” boxes discuss how marketers can develop skills they need to succeed in the current marketing environment, encouraging students to develop the fundamental skills necessary for the real world of business. Some topics include:
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
Concise Flexibility
With only 384 pages, this text allows instructors to present an authoritative account of current marketing management practices and theory, while leaving room to incorporate outside cases, simulations, and projects.
OTHER TOPICS OF DISTINCTION
Chapter Openers: The Real-World
The beginning of each chapter features “Marketing Management at…” readings which examine the challenges and opportunities faced by marketers of all kinds of goods and services, allowing students to see how real companies are utilizing marketing principles as they learn to strategize. Some corporations include:
- Mayo Clinic
- ESPN
- Starbucks
- Royal Philips
- Trader Joe’s
New Innovation on the Marketing Front
“Breakthrough Marketing” boxes highlight innovative and insightful marketing accomplishments, introducing students to the latest developments in the field. Some of the well-known businesses featured are:
- IKEA
- Nike
- Samsung
- GE
- Yahoo!
Skills for Success
“Marketing Skills” boxes discuss how marketers can develop skills they need to succeed in the current marketing environment, encouraging students to develop the fundamental skills necessary for the real world of business. Some topics include:
- Spotting trends; Chapter 3
- Finding new product ideas; Chapter 10
- Starting a buzz fire; Chapter 17
Caracteristici noi
<> For graduate and undergraduate marketing management courses.
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
New Innovation on the Marketing Front
“Breakthrough Marketing” boxes highlight innovative and insightful marketing accomplishments, introducing students to the latest developments in the field. Some of the well-known businesses featured are:
Chapter Openers: The Real-World
The beginning of each chapter features “Marketing Management at…” readings which examine the challenges and opportunities faced by marketers of all kinds of goods and services, allowing students to see how real companies are utilizing marketing principles as they learn to strategize. Some corporations include:
OTHER TOPICS OF DISTINCTION
* The authors have interwoven a “creativity” theme throughout this edition.
* Updated figures and academic references have been added for currency.
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
New Innovation on the Marketing Front
“Breakthrough Marketing” boxes highlight innovative and insightful marketing accomplishments, introducing students to the latest developments in the field. Some of the well-known businesses featured are:
- IKEA
- Nike
- Samsung
- GE
- Yahoo!
Chapter Openers: The Real-World
The beginning of each chapter features “Marketing Management at…” readings which examine the challenges and opportunities faced by marketers of all kinds of goods and services, allowing students to see how real companies are utilizing marketing principles as they learn to strategize. Some corporations include:
- Mayo Clinic
- ESPN
- Starbucks
- Royal Philips
- Trader Joe’s
OTHER TOPICS OF DISTINCTION
* The authors have interwoven a “creativity” theme throughout this edition.
* Updated figures and academic references have been added for currency.