Image of Marketing management

Marketing management

| Gmd : Text

| Availability :

00000010665HF5415.13 .K64 2006 (General Book)Available - Ada
00000010668HF5415.13 .K64 2006 (General Book)Currently On Loan (Due on2020-06-22)

Publisher :Pearson Education Inc. , 2006

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.



Table of Contents :

Part I. 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









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.

Series Title
-
Call Number
HF5415.13 .K64 2006
Publisher Place Englewood Cliffs
Collation
xxxix, 672p.: coll.ill., appendixes ; 28cm.
Language
English
ISBN/ISSN
013196853X
Classification
HF5415.13

No other version available



Information


RECORD DETAIL


Back To PreviousXML DetailCite this