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Marketing Management, Global Edition

Paperback Engels 2021 9781292404813
Verkooppositie 1149Hoogste positie: 1149
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Samenvatting

Forundergraduate and graduate courses in marketing management. Thegold standard for today's marketing management student

The world of marketing is changing every day - and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there.

Unsurpassed in its breadth,depth, and relevance, the 16th Edition features a streamlinedorganization of the content, updated material, and new examples that reflectthe very latest market developments. After reading this landmark text, studentswill be armed with the knowledge and tools to succeed in the new marketenvironment around them.

Specificaties

ISBN13:9781292404813
Trefwoorden:marketing
Taal:Engels
Bindwijze:paperback
Aantal pagina's:830
Uitgever:Pearson
Druk:16
Verschijningsdatum:17-11-2021
Hoofdrubriek:Marketing
ISSN:

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Over Philip Kotler

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago. Hij is auteur en coauteur van onder andere 'Social Marketing', 'Marketing Places', 'The Marketing of Nations' en 'Marketing Management', dat door de Financial Times wordt gerekend tot de 50 beste bedrijfskundige boeken. Kotler was de eerste die is verkozen als Leader in Marketing Thought door de leden van de American Marketing Association. Tevens heeft Kotler belangrijke prijzen toegekend gekregen, zoals de Paul D. Converse Award, De Steuart Henderson Britt Award, de Distinguished Marketing Educator Award, de Prize for Marketin Excellence, de Charles Coolidge Parling Marketing Award en de Marketing Educator of the Year Award. Kotler bezit tevens een ere-doctoraat aan de universiteiten van Stockholm, Zürich en aan de School of Economics in Athene en Krakau.

Andere boeken door Philip Kotler

Inhoudsopgave

PART I:FUNDAMENTALS OF MARKETING MANAGEMENT
1. Defining Marketing for the New Realities
2. Marketing Planning and Management

PART II: UNDERSTANDING THE MARKET
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research

PART III: DEVELOPING A WINNING MARKETING STRATEGY
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning

PART IV: DESIGNING VALUE
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions

PART V:COMMUNICATING VALUE
12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing

PART VI: DELIVERING VALUE
15. Designing and Managing Distribution Channels
16. Managing Retailing

PART VII: MANAGING GROWTH
17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing

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        Marketing Management, Global Edition