Marketing management Tapa dura - 2009

For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Holistic Marketing To address all various shifts in marketing, good marketers are practicing holistic marketing - the development, design, and implementation of marketing programs, processes, and activities that help students recognize the breadth and interdependencies of today’s marketing environment. Four key dimensions include: · Internal marketing—ensuring everyone in the organization embraces appropriate marketing principles, especially senior management · Integrated marketing—ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way. · Relationship marketing—having rich, multi-faceted relationships with customers, channel members, and other marketing partners. · Performance marketing- understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.

Detalles

• Título Marketing management
• Autor Philip Kotler
• Encuadernación Tapa dura
• Edición 13th
• Páginas 816
• Idioma ENG
• Editorial Pearson Prentice Hall, Upper Saddle River, N.J
• Fecha de publicación 2009
• ISBN 9780136009986
• Número de catálogo de la Librería del Congreso de EEUU 2008000337

PART 1: UNDERSTANDING MARKETING MANAGEMENTChapter 1: Defining Marketing for the 21st CenturyChapter 2: Developing Marketing Strategies and PlansPART 2: CAPTURING MARKETING INSIGHTSChapter 3: Gathering Information and Scanning the EnvironmentChapter 4: Conducting Marketing Research and Forecasting DemandPART 3: CONNECTING WITH CUSTOMERSChapter 5: Creating Customer Value, Satisfaction, and LoyaltyChapter 6: Analyzing Consumer MarketsChapter 7: Analyzing Business MarketsChapter 8: Identifying Market Segments and TargetsPART 4: BUILDING STRONG BRANDSChapter 9: Creating Brand EquityChapter 10: Crafting the Brand PositioningChapter 11: Dealing with CompetitionPART 5: SHAPING THE MARKET OFFERINGSChapter 12: Setting Product StrategyChapter 13: Designing and Managing ServicesChapter 14: Developing Pricing Strategies and ProgramsPART 6: DELIVERING VALUEChapter 15: Designing and Managing Integrated Marketing ChannelsChapter 16: Managing Retailing, Wholesaling, and LogisticsPART 7: COMMUNICATING VALUEChapter 17: Designing and Managing Integrated Marketing CommunicationsChapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public RelationsChapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal SellingPART 8: CREATING SUCCESSFUL LONG-TERM GROWTHChapter 20: Introducing New Market OfferingsChapter 21: Tapping into Global MarketsChapter 22: Managing a Holistic Marketing Organization