A framework for marketing management
著者
書誌事項
A framework for marketing management
Pearson Education, c2016
6th ed
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注記
Includes indexes
内容説明・目次
内容説明
For graduate and undergraduate courses in marketing management.
A Succinct Guide to 21st Century Marketing Management
Framework for Marketing Management is a concise, streamlined version of Kotler and Keller's fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The book's efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases.
The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.
目次
Brief Contents I: Understanding Marketing Management
Defining Marketing for the New Realities
Developing and Implementing Marketing Strategies and Plans
Capturing Marketing Insights and Forecasting Demand
II: Connecting with Customers
Creating Long-term Loyalty Relationships
Analyzing Consumer and Business Markets
III: Building Strong Brands
Identifying Market Segments and Targets
Crafting the Brand Positioning
Creating Brand Equity and Driving Growth
IV: Shaping the Market Offerings
Setting Product Strategy and Introducing New Offerings
Designing and Managing Services
Developing Pricing Strategies and Programs
V: Delivering Value
Designing and Managing Integrated Marketing Channels
Managing Retailing, Wholesaling, and Logistics
VI: Communicating Value
Designing and Managing Integrated Marketing Communications
Managing Digital Communications
Managing Mass Communications
Managing Personal Communications
VII: Managing the Marketing Organization for Long-Term Success
Conducting Marketing Responsibly in the Global Economy
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