عنوان

Marketing management /

شابک

0132102927

شابک

9780132102926

شماره

b511038

عنوان اصلي

Marketing management /

نام عام مواد

[Book]

نام نخستين پديدآور

Philip Kotler, Kevin Lane Keller

وضعيت ويراست

14th [ed.]

محل نشرو پخش و غیره

Upper Saddle River, N.J. :

نام ناشر، پخش کننده و غيره

Prentice Hall,

تاریخ نشرو بخش و غیره

©2012

نام خاص و کميت اثر

xxii, 657, [127] pages :

ساير جزييات

color illustrations ;

ابعاد

29 cm

متن يادداشت

Includes bibliographical references and index

متن يادداشت

Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary

بدون عنوان

0

موضوع مستند نشده

Marketing-- Management

شماره

ويراست

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Kotler, Philip

مستند نام اشخاص تاييد نشده

Keller, Kevin Lane,1956-

تاريخ عمليات

20150223032402.0

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y