Marketing management

著者

• Kotler, Philip
• Keller, Kevin Lane
• Chernev, Alexander

書誌事項

Marketing management

Philip Kotler, Kevin Lane Keller, Alexander Chernev

Pearson Education Limited, c2022

16th ed., global ed

注記

"Authorized adaptation from the United States edition, entitled Marketing Management, 16th edition, ... by Philip Kotler, Kevin Lane Keller and Alexander Chernev, published by Pearson Education, c2022"--T.p. verso

Includes bibliographical references and indexes

内容説明・目次

内容説明

Start thinking like a marketer with the gold-standard text for today's Marketing Management. Marketing Management, 16th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment. Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives. The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands. The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations. Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field. Pearson MyLab (R) Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask- your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

目次

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New Realities Marketing Planning and Management PART II: UNDERSTANDING THE MARKET Analyzing Consumer Markets Analyzing Business Markets Conducting Marketing Research PART III: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target Customers Crafting a Customer Value Proposition and Positioning PART IV: DESIGNING VALUE Designing and Managing Products Designing and Managing Services Building Strong Brands Managing Pricing and Sales Promotions PART V: COMMUNICATING VALUE Managing Marketing Communications Designing an Integrated Marketing Campaign in the Digital Age Personal Selling and Direct Marketing PART VI: DELIVERING VALUE Designing and Managing Distribution Channels Managing Retailing PART VII: MANAGING GROWTH Driving Growth in Competitive Markets Developing New Market Offerings Building Customer Loyalty Tapping into Global Markets Socially Responsible Marketing

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BC13343198
• ISBN:
  • 9781292404813
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Harlow
• ページ数/冊数: 605 p.
• 大きさ: 28 cm
• 分類:
  • DC23 : 658.8
• 件名:
  • LCSH : Marketing
  • LCSH : Marketing -- Management