Marketing management
著者
書誌事項
Marketing management
Pearson Prentice Hall, c2006
12th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course.
This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.
目次
Understanding Marketing Management
Chapter 1 - Defining Marketing for the 21st Century
Chapter 2 - Developing Marketing Strategies & Plans
Part II. Capturing Marketing Insights
Chapter 3 - Gathering Information & Scanning the Environment
Chapter 4 - Conducting Marketing Research & Forecasting Demand
Part III. Connecting with Customers
Chapter 5 - Creating Customer Value, Satisfaction, & Loyalty
Chapter 6 - Analyzing Consumer Markets
Chapter 7 - Analyzing Business Markets
Chapter 8 - Identifying Market Segments & Targets
Part IV. Building Strong Brands
Chapter 9 - Creating Brand Equity
Chapter 10 - Crafting the Brand Positioning
Chapter 11 - Dealing with Competition
Part V. Shaping the Market Offerings
Chapter 12 - Setting Product Strategy
Chapter 13 - Designing & Managing Services
Chapter 14 - Developing Pricing Strategies & Programs
Part VI. Delivering Value
Chapter 15 - Designing & Managing Value Networks & Channels
Chapter 16 - Managing Retailing, Wholesaling & Logistics
Part VII. Communicating Value
Chapter 17 - Designing & Managing Integrated Marketing Communications
Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales Force
Part VIII. Creating Long-Term Growth
Chapter 20 - Introducing New Market Offerings
Chapter 21 - Tapping into Global Markets
Chapter 22 - Managing a Holistic Marketing Organization
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