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| 材料类型： | 互联网资源 |
|---|---|
| 文件类型： | 书, 互联网资源 |
| 所有的著者/提供者： |
Philip Kotler; Kevin Lane Keller |
| ISBN: | 9780136009986 0136009980 9780131357976 0131357972 |
| OCLC号码： | 189700343 |
| 描述： | 1 v. (various pagings) : col. ill. ; 29 cm. |
| 内容： | pt. 1. Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- pt. 2. Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- pt. 3. Connecting with customers -- Creating customer value, satisfation, and loyalty -- Analyzing consumer & business markets -- Identifying market segments and targets -- pt. 4. Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- pt. 6. Delivering value -- Designing and managing integrated marketing -- Managing retailing, wholesaling, and logistics -- pt. 7. Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events and experiences, and public relations -- Managing, word of mouth, and personal selling -- pt. 8. Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization. |
| 责任： | Philip Kotler, Kevin Lane Keller. |
| 更多信息： |
摘要：
For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
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