Framework for Marketing Management :Global Edition

VitalSource eBook

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Date de publication

06 mars 2013

ISBN-13

9781447930198

Ampleur

Nombre de pages de contenu principal : 368

Code interne

1447930193

Protection technique e-livre

DRM

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Google Livres Aperçu

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Sommaire

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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

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