Marketing Management

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Pearson UK, 12 Jul 2019 - 802 halaman
The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.
 

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Brief contents
Understanding Marketing Management
Understanding marketing management within a global context
Understanding global marketing management
Developing marketing strategies and plans
Managing digital technology in marketing
Virgin Atlantic
Capturing Marketing Insights
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
Introducing new market offerings
Developing and managing pricing strategies
Communicating Value
Managing personal communications

The company environment
Managing the marketing information system
Managing market research and forecasting
Analysing consumer markets
Analysing business markets
Dealing with competition
Connecting with Customers
Delivering Value
Managing process people and physical evidence
Apple stores delivering value
Managing marketing metrics
corporate sustainability
Glossary
Index

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Tentang pengarang (2019)

Philip Kotler est professeur de marketing international à la Northwestern University. Titulaire d'un Master of Science de l’université de Chicago et d’un Ph.D. du MIT, il a écrit de nombreux livres, articles et travaux de recherche qui font de lui l’expert incontesté de la discipline. Kevin Keller est professeur de marketing à la Tuck School of Business de Darmouth College. Diplômé des Universités de Cornell, Carnegie-Mellon et Duke, c'est un spécialiste mondialement reconnu de la marque sur laquelle il a écrit de nombreux ouvrages et articles, notamment Management stratégique de la marque. Il est également consultant auprès de grandes entreprises internationales.

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