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Contenido

This is the one 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. The new edition of this classic best-seller is by two marketing visionaries: Philip Kotler and Kevin Keller. Their focus was to preserve the strengths of previous editions while introducing new material and structure to further enhance learning.

   INDICE: Part I. Understanding Marketing Management. Defining Marketing forthe 21st Century. Developing Marketing Strategies & Plans. Part II. Capturing Marketing Insights. Gathering Information & Scanning the Environment. Conducting Marketing Research & Forecasting Demand. Part III. Connecting with Customers. Creating Customer Value, Satisfaction, & Loyalty. Analyzing Consumer Markets. Analyzing Business Markets. Identifying Market Segments & Targets. Part IV.Building Strong Brands. Creating Brand Equity. Crafting the Brand Positioning. Dealing with Competition. Part V. Shaping the Market Offerings. Setting Product Strategy. Designing & Managing Services. Developing Pricing Strategies & Programs. Part VI. Delivering Value. Designing & Managing Value Networks & Channels. Managing Retailing, Wholesaling & Logistics. Communicating Value. Designing & Managing Integrated Marketing Communications. Managing Mass Communications. Advertising, Sales Promotion, Events & Public Relations. Managing Personal Communications: Direct Marketing & the Sales Force. Part VIII.Creating Long-Term Growth. Introducing New Market Offerings. Tapping into Global Markets. Managing a Holistic Marketing Organization

Detalles del artículo

• Páginas : 729
• Editorial : Pearson Prentice Hall
• Idioma : Inglés
• Fecha de Publicación : 01/06/2005
• ISBN: 978-0-13-145757-7
• Encuadernación : Cartoné
• Nº Volúmenes : 1
• Nº Edición : 12th ed
• País de Publicación : Estados Unidos
• Lugar de Publicación : Upper Saddle River