Marketing management
Inbunden bok. Pearson. 2 uppl. 2012. 1022 sidor.
Mycket gott skick. Omslaget aningen nött samt har ett fåtal understrykningar
Inrikes enhetsfrakt Sverige: 62 SEK
Förlagsfakta
- ISBN
- 9780273743613
- Titel
- Marketing management
- Författare
- Kotler, Philip.
- Förlag
- Pearson
- Utgivningsår
- 2012
- Omfång
- 1022 sidor
- Bandtyp
- Mått
- 0 x 0 mm Ryggbredd 0 mm
- Vikt
- 0 g
- Språk
- English
- Baksidestext
- Includes bibliographical references and index.
Preface -- Acknowledgements -- Publisher's acknowledgements -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Building strong brands -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Designing, developing, and managing market offerings -- Shaping the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people, and physical evidence at the consumer interface -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics -- Glossary -- Name index -- Organisation and brand index.
Pearson
2
9780273743613
