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Marketing Management, Global Edition -- MyLab Marketing without Pearson eText

Onbekend Engels 2022 9781292404882
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Introduce your students to the principle aspects of Marketing Management with this market-leading text.

Marketing Management, 16th edition is the ideal support as you introduce your students to the latest practices in the field.

Its reader-friendly content and range of examples will arm your students with the tools necessary to think like a marketer.


Uitgever:Pearson Education


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<div class="c-section-headers-number-list_container"> <h4>PART I: FUNDAMENTALS OF MARKETING MANAGEMENT</h4> <ol> <li>Defining Marketing for the New Realities</li> <li>Marketing Planning and Management</li> </ol> <h4>PART II: UNDERSTANDING THE MARKET</h4> <ol start="3"> <li>Analyzing Consumer Markets</li> <li>Analyzing Business Markets</li> <li>Conducting Marketing Research</li> </ol> <h4>PART III: DEVELOPING A WINNING MARKETING STRATEGY</h4> <ol start="6"> <li>Identifying Market Segments and Target Customers</li> <li>Crafting a Customer Value Proposition and Positioning</li> </ol> <h4>PART IV: DESIGNING VALUE</h4> <ol start="8"> <li>Designing and Managing Products</li> <li>Designing and Managing Services</li> <li>Building Strong Brands</li> <li>Managing Pricing and Sales Promotions</li> </ol> <h4>PART V: COMMUNICATING VALUE</h4> <ol start="12"> <li>Managing Marketing Communications</li> <li>Designing an Integrated Marketing Campaign in the Digital Age</li> <li>Personal Selling and Direct Marketing</li> </ol> <h4>PART VI: DELIVERING VALUE</h4> <ol start="15"> <li>Designing and Managing Distribution Channels</li> <li>Managing Retailing</li> </ol> <h4>PART VII: MANAGING GROWTH</h4> <ol start="17"> <li>Driving Growth in Competitive Markets</li> <li>Developing New Market Offerings</li> <li>Building Customer Loyalty</li> <li>Tapping into Global Markets</li> <li>Socially Responsible Marketing</li> </ol> </div>

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        Marketing Management, Global Edition -- MyLab Marketing without Pearson eText