A framework for marketing management

Başlık:

Yazar:

Kotler, Philip.

ISBN:

9780136026600

Ek Yazar:

Kotler, Philip.

Edition:

4th ed.

Yayım Bilgisi:

Upper Saddle River, N.J. : Pearson Prentice Hall, c2009.

Fiziksel Tanım:

xxii, 384 p. : ill. ; 24 cm.

Konu Terimleri:

Marketing -- Management.

Pazarlama -- Yönetim.

Added Author:

Keller, Kevin Lane, 1956-

Mevcut:*

Library	Materyal Türü	Barkod	Yer Numarası	Durum
Searching... İktisadi İdari Bilimler Fakültesi	Kitap	0135844	HF5415.13 K68 2009	Searching... Unknown

The Internet is changing the way that consumers buy, and the way that companies buy from each other. This updated text includes these new ways of buying and selling, showing how marketers can make the most of the new technology.

Part I Understanding Marketing Management

Chapter 1 Defining Marketing for the 21st Century

Chapter 2 Developing and Implementing Marketing Strategies and Plans

Chapter 3 Understanding Markets, Market Demand, and the Marketing Environment

Part II Connecting with Customers

Chapter 4 Creating Customer Value, Satisfaction, and Loyalty

Chapter 5 Analyzing Consumer Markets

Chapter 6 Analyzing Business Markets

Chapter 7 Identifying Market Segments and Targets

Part III Building Strong Brands

Chapter 8 Creating Brand Equity

Chapter 9 Crafting the Brand Positioning and Dealing with Competition

Part IV Shaping the Market Offerings

Chapter 10 Setting Product Strategy and Marketing Through the Life Cycle

Chapter 11 Designing and Managing Services

Chapter 12 Developing Pricing Strategies and Programs

Part V Delivering Value

Chapter 13 Designing and Managing Integrated Marketing Channels

Chapter 14 Managing Retailing, Wholesaling, and Logistics

Part VI Communicating Value

Chapter 15 Designing and Managing Integrated Marketing Communications

Chapter 16 Managing Mass Communications

Chapter 17 Managing Personal Communications

Part VII Creating Successful Long-Term Growth

Chapter 18 Managing Marketing in the Global Economy

Glossary

Mevcut:*

Bound With These Titles

On Order

Özet

Özet

Table of Contents