Buku/Printed Material

Marketing management

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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 ContentsPart 1 Understanding Marketing ManagementChapter 1 Defining Marketing for the New RealitiesChapter 2 Developing Marketing StrategiesPart 2 Capturing Marketing InsightsChapter 3 Collecting Information Forecasting DemandChapter 4 Conducting Marketing ResearchPart 3 Connecting with CustomersChapter 5 Creating Long-Term Loyalty RelationshipsChapter 6 Analyzing Consumer MarketsChapter 7 Analyzing Business MarketsChapter 8 Tapping into Global MarketsPart 4 Building Strong BrandsChapter 9 Identifying Market Segments and TargetsChapter 10 Crafting the Brand PositioningChapter 11 Creating Brand EquityChapter 12 Addressing Competition and Driving GrowthPart 5 Creating ValueChapter 13 Setting Product StrategyChapter 14 Designing and Managing ServicesChapter 15 Introducing New Market OfferingsChapter 16 Developing Pricing Strategies and ProgramasPart 6 Delivering ValueChapter 17 Designing and Managing Integrated Marketing ChannelsChapter 18 Managing Retailing, Wholesaling, and LogisticsPart 7 Communication ValueChapter 19 Designing and Managing Integrated Marketing CommunicationsChapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public RelationsChapter 21 Managing Digital Communications: Online, Social Media, and MobileChapter 22 Managing Personal Communications: Direct and Database Marketing and Personal SellingPart 8 Conducting Marketing Responsibly for Long Run SuccessChapter 23 Managing a Holistic Marketing Organization for the Long Run

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Ketersediaan

Informasi Detail

Judul Seri

-

Penerbit

London : Pearson Education., 2016

Deskripsi Fisik

714 p. : figs.,tabs.,app.,glossary.,index ; 27 cm.

Bahasa

English

ISBN/ISSN

978-1-292-09262-1

Klasifikasi

BA

Edisi

15th Ed.

Subjek

Marketing Management
textbook-sm
textbook-mm
Brand Awareness
Management value
Communication strategy

Versi lain/terkait

Lampiran Berkas

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