Marketing management
Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman, Torben Hansen.
Bok Engelsk 2016
| Omfang | XXXIV, 942 sider : : ilustrasjoner (noen kolorerte) ;
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|---|---|
| Utgave | Third edition.
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| Opplysninger | Formerly CIP.. - Understanding marketing management -- 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 -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics.
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| Emner | |
| Dewey | |
| ISBN | 9781292093239 (print) : : £56.99
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| ISBN(galt) | 9781292106083 (PDF). - 9781292142357 (ePub)
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