KOTLER-MARKETING MANAGEMENT 13ED

รหัสสินค้า: 000744

รายละเอียด: KOTLER-MARKETING MANAGEMENT 13ED

Best Seller of Marketing Management
To address all various shifts in marketing, good marketers are practicing holistic marketing - the development, design, and implementation of marketing programs, processes, and activities that help students recognize the breadth and interdependencies of today's marketing environment. Four key dimensions include:

? Internal marketing-ensuring everyone in the organization embraces appropriate marketing principles, especially senior management

? Integrated marketing-ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way.

? Relationship marketing-having rich, multi-faceted relationships with customers, channel members, and other marketing partners.

? Performance marketing- understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.


TABLES OF CONTENT
PART 1: UNDERSTANDING MARKETING MANAGEMENT

Chapter 1: Defining Marketing for the 21st Century

Chapter 2: Developing Marketing Strategies and Plans


PART 2: CAPTURING MARKETING INSIGHTS

Chapter 3: Gathering Information and Scanning the Environment

Chapter 4: Conducting Marketing Research and Forecasting Demand


PART 3: CONNECTING WITH CUSTOMERS

Chapter 5: Creating Customer Value, Satisfaction, and Loyalty

Chapter 6: Analyzing Consumer Markets

Chapter 7: Analyzing Business Markets

Chapter 8: Identifying Market Segments and Targets


PART 4: BUILDING STRONG BRANDS

Chapter 9: Creating Brand Equity

Chapter 10: Crafting the Brand Positioning

Chapter 11: Dealing with Competition


PART 5: SHAPING THE MARKET OFFERINGS

Chapter 12: Setting Product Strategy

Chapter 13: Designing and Managing Services

Chapter 14: Developing Pricing Strategies and Programs

PART 6: DELIVERING VALUE

Chapter 15: Designing and Managing Integrated Marketing Channels

Chapter 16: Managing Retailing, Wholesaling, and Logistics


PART 7: COMMUNICATING VALUE

Chapter 17: Designing and Managing Integrated Marketing Communications

Chapter 18: Managing Mass Communications: Advertising, Sales Promotions,
Events, and Public Relations

Chapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling


PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH

Chapter 20: Introducing New Market Offerings

Chapter 21: Tapping into Global Markets

Chapter 22: Managing a Holistic Marketing Organization

SPECIAL OFFER
Transparencies Online for Marketing Management, 13/E /Kotler
© 2009 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0136010040 | ISBN-13: 9780136010043

Instructor's Manual with Video Guide for Marketing Management, 13/E /Kotler
© 2009 | Prentice Hall | Paper; 576 pages | Instock
ISBN-10: 0136010067 | ISBN-13: 9780136010067