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Marketing Manageme 13/e (絕)

20本以上，享 8.5折

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ISBN：9780131357976
作者：Philip T Kotler, Kevin Lane Keller
版次：13
年份：2008
出版商：Pearson Education

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Table of Contents
PART 1: UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategies and Plans

PART 2: CAPTURING MARKETING INSIGHTS
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand

PART 3: CONNECTING WITH CUSTOMERS
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets

PART 4: BUILDING STRONG BRANDS
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Dealing with Competition

PART 5: SHAPING THE MARKET OFFERINGS
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14: Developing Pricing Strategies and Programs

PART 6: DELIVERING VALUE
Chapter 15: Designing and Managing Integrated Marketing Channels
Chapter 16: Managing Retailing, Wholesaling, and Logistics

PART 7: COMMUNICATING VALUE
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Chapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling

PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH
Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization