Marketing management /
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| Natura: | Libro |
| Pubblicazione: |
Upper Saddle River, NJ :
Pearson Prentice Hall,
c2006.
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| Edizione: | 12th. ed. |
| Soggetti: | |
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Sommario:
- Part I. Understanding Marketing Management: Chapter 1 Defining Marketing for the 21st Century Chapter 2 Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights: Chapter 3 Gathering Information & Scanning the Environment Chapter 4 Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers: Chapter 5 Creating Customer Value, Satisfaction, & Loyalty Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Identifying Market Segments & Targets Part IV. Building Strong Brands: Chapter 9 Creating Brand Equity Chapter 10 Crafting the Brand Positioning Chapter 11 Dealing with Competition Part V. Shaping the Market Offerings: Chapter 12 Setting Product Strategy Chapter 13 Designing & Managing Services Chapter 14 Developing Pricing Strategies & Programs Part VI. Delivering Value: Chapter 15 Designing & Managing Value Networks & Channels Chapter 16 Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value Chapter 17 Designing & Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations Chapter 19 Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating Long-Term Growth: Chapter 20 Introducing New Market Offerings Chapter 21 Tapping into Global Markets Chapter 22 Managing a Holistic Marketing Organization