Framework for Marketing Management
(Sprache: Englisch)
For graduate and undergraduate marketing management courses. Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management...
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Produktinformationen zu „Framework for Marketing Management “
For graduate and undergraduate marketing management courses. Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
Inhaltsverzeichnis zu „Framework for Marketing Management “
Part I: Understanding Marketing Management Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing and Implementing Marketing Strategies and Plans Chapter 3: Understanding Markets, Market Demand, and the Marketing Environment Part II: Connecting with Customers Chapter 4: Creating Customer Value, Satisfaction, and Loyalty Chapter 5: Analyzing Consumer Markets Chapter 6: Analyzing Business Markets Chapter 7: Identifying Market Segments and Targets Part III: Building Strong Brands Chapter 8: Creating Brand Equity Chapter 9: Crafting the Brand Positioning and Dealing with Competition Part IV: Shaping the Market Offerings Chapter 10: Setting Product Strategy and Marketing Through the Life Cycle Chapter 11: Designing and Managing Services Chapter 12: Developing Pricing Strategies and Programs Part V: Delivering Value Chapter 13: Designing and Managing Integrated Marketing Channels Chapter 14: Managing Retailing, Wholesaling, and Logistics Part VI: Communicating Value Chapter 15: Designing and Managing Integrated Marketing Communications Chapter 16: Managing Mass Communications Chapter 17: Managing Personal Communications Part VII: Creating Successful Long-Term Growth Chapter 18: Managing Marketing in the Global Economy Glossary
Autoren-Porträt von Philip Kotler, Kevin Lane Keller
Prof. Philip Kotler lehrt an der Kellogg School of Management, Chicago. Er gilt als renommierter Experte im Bereich Marketing weltweit.KEVIN LANE KELLER ist Professor für Marketing an der Tuck School of Business des Dartmouth Colleges. Er ist einer der international führenden Experten auf dem Gebiet der Markenpolitik und des strategischen Markenmanagements.
Bibliographische Angaben
- Autoren: Philip Kotler , Kevin Lane Keller
- 2008, 4th international edition, 384 Seiten, Maße: 19 x 23,3 cm, Kartoniert (TB), Englisch
- Verlag: Prentice Hall International
- ISBN-10: 0137131844
- ISBN-13: 9780137131846
Sprache:
Englisch
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