Marketing Management, 12/E

รหัสสินค้า: 000461

รายละเอียด:
Description
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course.

This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.

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