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Kotler P., Keller K. Marketing Management

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Kotler P., Keller K. Marketing Management
14th edition. — Pearson Education, USA, 2012. — 657 p. — ISBN: 978-0-13-210292-6
To stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. "Marketing Management" is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information. Marketing Insight and Marketing Memo Boxes. Throughout this text, the Marketing Insight and Marketing Memo boxes provide in-depth conceptual and practical commentary.
New in-text boxes: Half are new in this edition. Using actual companies and situations, these boxes cover a variety of products, services, and markets.
Marketing in Action Mini-cases: The end-of-chapter sections now include two Marketing in Action mini-cases that highlight innovative, insightful marketing accomplishments from leading organizations.
Today’s economic, environmental, and technological changes in marketing: Throughout the new edition, these three areas are addressed with emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet, and mobile phones.To stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. "Marketing Management" is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information.
Table of Contents
Understanding Marketing Management
Defining Marketing for the 21st Century
Developing Marketing Strategies and Plans
Capturing Marketing Insights
Gathering Information and Scanning the Enviroment
Conducting Marketing Research and Forecasting on Demand
Connecting with Customers
Creating Long-term Loyalty Relationships
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets
Building Strong Brands
Creating Brand Equity
Crafting the Brand Position
Competitive Dynamics
Shaping the Market
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
Delivering Value
Designing and Managing Integrated Marketing
Managing Retailing, Wholesaling, and Logistics
Communicating Value
Designing and Managing Integrated Marketing Communications
Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and PR
Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Creating Successful Long-Term Growth
Introducing New Marketing Offerings
Tapping into Global Markets
Managing a Holistic Marketing Organization
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