Kotler-Marketing Management,12ED

รหัสสินค้า: 000634

รายละเอียด:
Kotler-Marketing Management,12ED

Description :

This book is very popular. The best seller of Marketing Management book.

Table of Contents :

PART I : Understanding Marketing Management ,
Chapter 1 Defining Marketing for the 21st Century ,
Chapter 2 Developing Marketing Strategies & Plans

Part II. Capturing Marketing Insights , Chapter 3 Gathering Information & Scanning the Environment ,
Chapter 4 Conducting Marketing Research & Forecasting Demand

Part III. Connecting with Customers
Chapter 5 Creating Customer Value, Satisfaction, & Loyalty
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Identifying Market Segments & Targets

Part IV. Building Strong Brands , Chapter 9 Creating Brand Equity ,
Chapter 10 Crafting the Brand Positioning ,
Chapter 11 Dealing with Competition

Part V. Shaping the Market Offerings ,
Chapter 12 Setting Product Strategy ,
Chapter 13 Designing & Managing Services ,
Chapter 14 Developing Pricing Strategies & Programs

Part VI. Delivering Value ,
Chapter 15 Designing & Managing Value Networks & Channels ,
Chapter 16 Managing Retailing, Wholesaling & Logistics

Part VII. Communicating Value ,
Chapter 17 Designing & Managing Integrated Marketing Communications ,
Chapter 18 Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations ,
Chapter 19 Managing Personal Communications: Direct Marketing & the Sales Force

Part VIII. Creating Long-Term Growth ,
Chapter 20 Introducing New Market Offerings ,
Chapter 21 Tapping into Global Markets ,
Chapter 22 Managing a Holistic Marketing Organization