عنوان

A framework for marketing management /

شابک

0133871312

شابک

9780133871319

عنوان اصلي

A framework for marketing management /

نام عام مواد

[Book]

نام نخستين پديدآور

Philip Kotler, Northwestern University ; Kevin Lane Keller, Dartmouth College.

وضعيت ويراست

Sixth edition.

محل نشرو پخش و غیره

Boston :

نام ناشر، پخش کننده و غيره

Pearson,

تاریخ نشرو بخش و غیره

[2016]

نام خاص و کميت اثر

xxi, 320 pages ;

ابعاد

23 cm

متن يادداشت

Includes indexes.

متن يادداشت

Pt. I: Understanding Marketing Management -- 1. Defining Marketing for the New Realities -- 2. Developing and Implementing Marketing Strategies and Plans -- 3. Capturing Marketing Insights and Forecasting Demand -- -- Pt. II: Connecting with Customers -- 4.Creating Long-term Loyalty Relationships -- 5. Analyzing Consumer and Business Markets -- -- Pt. III: Building Strong Brands -- 6. Identifying Market Segments and Targets -- 7. Crafting the Brand Positioning and Competing Effectively -- 8.Creating Brand Equity and Driving Growth -- -- Pt. IV: Creating Value -- 9. Setting Product Strategy and Introducing New Offerings -- 10. Designing and Managing Services -- 11. Developing Pricing Strategies and Programs -- -- Pt. V: Delivering Value -- 12. Designing and Managing Integrated Marketing Channels -- 13. Managing Retailing, Wholesaling, and Logistics -- -- Pt. VI: Communicating Value -- 14. Designing and Managing Integrated Marketing Communications -- 15. Managing Mass Communications: advertising, Sales Promotions, Events and Experiences, and Public Relations -- 16. Managing Digital Communications: Online, Social Media, and Mobile -- 17. Managing Personal Communications: Direct and Database Marketing and Personal Selling -- -- Pt. VII: Managing the Marketing Organization for Long-Term Success -- 18. Managing Marketing Responsibly in the Global Economy

بدون عنوان

0

متن يادداشت

Resource added for the Marketing program 101043, Digital Marketing 311045, and Design and Graphic Technology program 101117.{u200B}

موضوع مستند نشده

Marketing-- Management.

موضوع مستند نشده

Marketing-- Management.

موضوع مستند نشده

Marketing.

موضوع مستند نشده

Marketingmanagement.

شماره

ويراست

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Kotler, Philip.

مستند نام اشخاص تاييد نشده

Keller, Kevin Lane,1956-

تاريخ عمليات

20200822085618.0

قواعد فهرست نويسي ( بخش توصيفي )

rda

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y