Marketing Management, Global Edition

Name: Marketing Management, Global Edition
Price: 4490 ISK
Availability: InStock
Author: Philip Kotler; Kevin Lane Keller; Alexander Chernev
ISBN: 9781292462738

Höfundar: Philip Kotler; Kevin Lane Keller; Alexander Chernev (Útgáfa: 17)

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Fyrir námskeið í markaðsstjórnun. Marketing Management þykir viðmiðunarrit á sínu sviði og veitir nemendum þau verkfæri og greiningarramma sem þarf til að hanna og hrinda í framkvæmd árangursríkum markaðsherferðum. Bókin er óviðjafnanleg að dýpt, breidd og notagildi og beinir sjónum að þeim stóru ákvörðunum sem markaðsstjórar og æðstu stjórnendur standa frammi fyrir þegar þeir leitast við að samræma þarfir fyrirtækisins og þau tækifæri sem bjóðast.

Nánar um bókina

Útgefandi: Pearson International Content

ISBN: 9781292462738

Print ISBN: 9781292730882

Format: ePub

Útgáfa: 17

Höfundar: Philip Kotler; Kevin Lane Keller; Alexander Chernev

Tungumál: English

Útgefið: 2025-08-04

Prent takmörkun á líftíma: 100

Prent takmörkun: 2

Afritunar takmörkun: 2

Kaflar

Cover
Cover
Front Matter
Section 1: Marketing Management
Section 2: Copyright Page
Section 3: Interactive Media
Section 4: Dedication
Section 5: Preface
Section 6: About the Authors
1: Defining Marketing for the New Realities (PART 1: Fundamentals of Marketing Management)
Introduction: Defining Marketing for the New Realities
1.1: The Scope of Marketing
1.2: The New Marketing Realities
1.3: The Role of Marketing in the Organization
1.4: Organizing and Managing the Marketing Department
Summary: Defining Marketing for the New Realities
2: Marketing Planning and Management
Introduction: Marketing Planning and Management
2.1: Corporate and Business Unit Planning and Management
2.2: Developing Market Offerings
2.3: Planning and Managing Market Offerings
2.4: Developing a Marketing Plan
2.5: Modifying the Marketing Plan
Summary: Marketing Planning and Management
3: Analyzing Consumer Markets (PART 2: Understanding the Market)
Introduction: Analyzing Consumer Markets
3.1: The Model of Consumer Behavior
3.2: Consumer Characteristics
3.3: Consumer Psychology
3.4: The Buying Decision Process
Summary: Analyzing Consumer Markets
4: Analyzing Business Markets
Introduction: Analyzing Business Markets
4.1: The Organizational Buying Process
4.2: The Buying Center
4.3: Understanding the Buying Process
4.4: Developing Effective Business Marketing Programs
4.5: Managing Business-to-Business Relationships
Summary: Analyzing Business Markets
5: Conducting Marketing Research
Introduction: Conducting Marketing Research
5.1: The Scope of Marketing Research
5.2: The Marketing Research Process
5.3: Measuring Market Demand
5.4: Measuring Marketing Productivity
Summary: Conducting Marketing Research
6: Identifying Market Segments and Target Customers (PART 3: Developing a Viable Market Strategy)
Introduction: Identifying Market Segments and Target Customers
6.1: Identifying Target Customers
6.2: Strategic Targeting
6.3: Tactical Targeting
6.4: Single-Segment and Multi-Segment Targeting
6.5: Segmenting Consumer Markets
6.6: Segmenting Business Markets
Summary: Identifying Market Segments and Target Customers
7: Crafting a Customer Value Proposition and Positioning
Introduction: Crafting a Customer Value Proposition and Positioning
7.1: Developing a Value Proposition and Positioning
7.2: Choosing a Frame of Reference
7.3: Identifying Potential Points of Difference and Points of Parity
7.4: Crafting a Brand Mantra
7.5: Communicating the Offering's Positioning´╗┐
Summary: Crafting a Customer Value Proposition and Positioning
8: Designing and Managing Products (PART 4: Designing Value)
Introduction: Designing and Managing Products
8.1: Product Differentiation
8.2: Product Design
8.3: Product Portfolios and Product Lines
8.4: Managing Packaging and Labeling
8.5: Managing Guarantees and Warranties
Summary: Designing and Managing Products
9: Designing and Managing Services
Introduction: Designing and Managing Services
9.1: The Nature of Services
9.2: The New Services Realities
9.3: Achieving Service Excellence
9.4: Managing Service Quality
Summary: Designing and Managing Services
10: Building Strong Brands
Introduction: Building Strong Brands
10.1: How Does Branding Work?
10.2: Building Strong Brands
10.3: Brand Architecture
10.4: Brand Dynamics
10.5: Luxury Branding
Summary: Building Strong Brands
11: Managing Pricing and Sales Promotions
Introduction: Managing Pricing and Sales Promotions
11.1: Understanding Pricing
11.2: Consumer Psychology and Pricing
11.3: Setting the Price
11.4: Initiating and Responding to Price Changes
11.5: Managing Incentives
Summary: Managing Pricing and Sales Promotions
12: Managing Marketing Communications (PART 5: Communicating Value)
Introduction: Managing Marketing Communications
12.1: The Role of Marketing Communications
12.2: Setting the Communication Objectives
12.3: Identifying the Target Audience and Crafting the Communication Message
12.4: Deciding on the Communication Media
12.5: Developing the Creative Approach
12.6: Measuring Communication Effectiveness
Summary: Managing Marketing Communications
13: Designing an Integrated Marketing Campaign in the Digital Age
Introduction: Designing an Integrated Marketing Campaign in the Digital Age
13.1: Managing Integrated Marketing Communications
13.2: Advertising
13.3: Online Communication
13.4: Social Media
13.5: Mobile Communication
13.6: Events and Experiences
13.7: Word of Mouth
13.8: Publicity and Public Relations
Summary: Designing an Integrated Marketing Campaign in the Digital Age
14: Personal Selling and Direct Marketing
Introduction: Personal Selling and Direct Marketing
14.1: Personal Selling
14.2: Designing the Sales Force
14.3: Managing the Sales Force
14.4: Direct Marketing
Summary: Personal Selling and Direct Marketing
15: Designing and Managing Distribution Channels (PART 6: Delivering Value)
Introduction: Designing and Managing Distribution Channels
15.1: The Role of Distribution Channels
15.2: Channel Management Decisions
15.3: Channel Cooperation and Conflict
15.4: Managing Market Logistics
Summary: Designing and Managing Distribution Channels
16: Managing Retailing
Introduction: Managing Retailing
16.1: The Modern Retail Environment
16.2: Key Retailing Decisions
16.3: Managing Omnichannel Retailing
16.4: Managing Private Labels
16.5: Wholesaling
Summary: Managing Retailing
17: Driving Growth in Competitive Markets (PART 7: Managing Growth)
Introduction: Driving Growth in Competitive Markets
17.1: Assessing Growth Opportunities
17.2: Gaining Market Position
17.3: Defending Market Position
17.4: Product Life Cycle Marketing Strategies
Summary: Driving Growth in Competitive Markets
18: Developing New Market Offerings
Introduction: Developing New Market Offerings
18.1: The Process of Developing New Market Offerings
18.2: Idea Generation
18.3: Concept Development
18.4: Business-Model Design
18.5: Offering Implementation
18.6: Commercial Deployment
Summary: Developing New Market Offerings
19: Building Customer Loyalty
Introduction: Building Customer Loyalty
19.1: Managing Customer Acquisition and Retention
19.2: Managing Customer Satisfaction and Loyalty
19.3: Managing Customer Relationships
19.4: Managing Customer Lifetime Value
Summary: Building Customer Loyalty
20: Tapping into Global Markets
Introduction: Tapping into Global Markets
20.1: Deciding Whether to Go Abroad
20.2: Deciding Which Markets to Enter
20.3: Deciding How to Enter the Market
20.4: Deciding on the Global Marketing Program
Summary: Tapping into Global Markets
21: Environmental, Social, and Governance Issues in Marketing
Introduction: Environmental, Social, and Governance Issues in Marketing
21.1: The Societal Impact of Marketing
21.2: Environmental Issues in Marketing
21.3: Social Issues in Marketing
21.4: Corporate Governance Issues in Marketing
Summary: Environmental, Social, and Governance Issues in Marketing
Glossary