Marketing Management (12th Edition) (Marketing Management) Tapa dura - 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.

Detalles

• Título Marketing Management (12th Edition) (Marketing Management)
• Autor Philip Kotler; Kevin Lane Keller
• Encuadernación Tapa dura
• Edición 12th
• Páginas 729
• Editorial Prentice Hall, Lebanon, Indiana, USA
• Fecha de publicación January 1, 2006
• ISBN 9780131457577

Part I. Understanding Marketing ManagementChapter 1 — Defining Marketing for the 21st CenturyChapter 2 — Developing Marketing Strategies & PlansPart II. Capturing Marketing InsightsChapter 3 — Gathering Information & Scanning the EnvironmentChapter 4 — Conducting Marketing Research & Forecasting DemandPart III. Connecting with CustomersChapter 5 — Creating Customer Value, Satisfaction, & LoyaltyChapter 6 — Analyzing Consumer MarketsChapter 7 — Analyzing Business MarketsChapter 8 — Identifying Market Segments & TargetsPart IV. Building Strong BrandsChapter 9 — Creating Brand EquityChapter 10 — Crafting the Brand PositioningChapter 11 — Dealing with CompetitionPart V. Shaping the Market OfferingsChapter 12 — Setting Product StrategyChapter 13 — Designing & Managing ServicesChapter 14 — Developing Pricing Strategies & ProgramsPart VI. Delivering ValueChapter 15 — Designing & Managing Value Networks & ChannelsChapter 16 — Managing Retailing, Wholesaling & LogisticsPart VII. Communicating ValueChapter 17 — Designing & Managing Integrated Marketing CommunicationsChapter 18 — Managing Mass Communications: Advertising, Sales Promotion, Events & Public RelationsChapter 19 — Managing Personal Communications: Direct Marketing & the Sales ForcePart VIII. Creating Long-Term GrowthChapter 20 — Introducing New Market OfferingsChapter 21 — Tapping into Global MarketsChapter 22 — Managing a Holistic Marketing Organization