Marketing management

Marketing management Kotler, Philip Primary Author Keller, Kevin Lane Additional Author mixed material bibliography London, England Pearson Education 2016 en English 714 p. : figs.,tabs.,app.,glossary.,index ; 27 cm. For these Global Editions, the editorial team at Pearson has collaborated with educator across the world to address a wide range of subject and requirements, equipping students with the best possible learning tools. This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version. Table of Contents Part 1 Understanding Marketing Management Chapter 1 Defining Marketing for the New Realities Chapter 2 Developing Marketing Strategies Part 2 Capturing Marketing Insights Chapter 3 Collecting Information Forecasting Demand Chapter 4 Conducting Marketing Research Part 3 Connecting with Customers Chapter 5 Creating Long-Term Loyalty Relationships Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Tapping into Global Markets Part 4 Building Strong Brands Chapter 9 Identifying Market Segments and Targets Chapter 10 Crafting the Brand Positioning Chapter 11 Creating Brand Equity Chapter 12 Addressing Competition and Driving Growth Part 5 Creating Value Chapter 13 Setting Product Strategy Chapter 14 Designing and Managing Services Chapter 15 Introducing New Market Offerings Chapter 16 Developing Pricing Strategies and Programas Part 6 Delivering Value Chapter 17 Designing and Managing Integrated Marketing Channels Chapter 18 Managing Retailing, Wholesaling, and Logistics Part 7 Communication Value Chapter 19 Designing and Managing Integrated Marketing Communications Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 21 Managing Digital Communications: Online, Social Media, and Mobile Chapter 22 Managing Personal Communications: Direct and Database Marketing and Personal Selling Part 8 Conducting Marketing Responsibly for Long Run Success Chapter 23 Managing a Holistic Marketing Organization for the Long Run Brand Awareness Marketing Management Textbook Management value Communication strategy textbookwm textbookmmem textbooksmb BA 9781292092621 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA Kot 37031 Short Loan (Short Loan) BA Kot fawfwafwr.jpg.jpg 47007 0000-00-00 00:00:00 2023-11-20 14:21:31 machine generated