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MARKETING MANAGEMENT FIRST EUROPEAN EDITION


KOTLER P. KELLER K. BRADY M. GOODMAN M. HANSEN T.

wydawnictwo: PEARSON EDUCATION , rok wydania 2009, wydanie I

cena netto: 438.00 Twoja cena  416,10 zł + 5% vat - dodaj do koszyka

The American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students.


Contents

PART 1  UNDERSTANDING MARKETING MANAGEMENT

Chapter  1  Defining Marketing : The European Context

Chapter 2  Understanding Marketing Management

Chapter 3  Developing Marketing Strategies and Plans

Chapter 4  Managing Digital Technology in Marketing

PART 2  CAPTURING MARKETING INSIGHTS

Chapter 5  The Changing Marketing Environment and Information Management

Chapter 6  Managing Market Research and Forecasting

Chapter 7  Analysing Consumer Markets

Chapter 8  Analysing Business Markets

Chapter 9  Dealing with the Competition

PART 3  CONNECTING WITH CUSTOMERS

Chapter 10  Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies

Chapter 11  Creating Customer Value, Satisfaction and Loyalty

PART 4  BUILDING STRONG BRANDS

Chapter 12  Creating and Managing Brand Equity

Chapter  13  Devising a Contemporary Branding Strategy

PART 5  SHAPING THE MARKET OFFERING

Chapter 14  Designing, Developing and Managing Market Offerings

Chapter 15  Introducing New Market Offerings

Chapter 16  Developing and Managing Pricing Strategies

PART 6  DELIVERING VALUE

Chapter 17  Designing and Managing Supply Networks

Chapter 18  Managing Service Process and the Customer Interface

PART 7  COMMUNICATING VALUE

Chapter 19  Designing and Managing Marketing Communications

Chapter 20  Managing Global and Personal Communications

PART 8  MANAGING MARKETING IMPLEMENTATION AND CONTROL

Chapter 21  Implementing Marketing Management

Chapter 22  Managing Marketing Metrics


928 pages, Hardback

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