Marketing management /
Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated informat...
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| Опубликовано: |
Upper Saddle River, N.J. :
Prentice Hall,
c2012.
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| Редактирование: | 14th ed. |
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Оглавление:
- Understanding marketing management
- Defining marketing for the 21st century
- Developing marketing strategies and plans
- Capturing marketing insights
- Collecting information and forecasting demand
- Conducting marketing research
- Connecting with customers
- Creating long-term loyalty relationships
- Analyzing consumer markets.