A Framework for Marketing Management (GE) (6版) pdf epub mobi txt 电子书下载 2024

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著者

出版者出版社：华泰文化订阅出版社新书快讯新功能介绍

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出版日期出版日期：2015/11/02

语言语言：英文

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发表于2024-11-29

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图书描述

A concise yet exhaustive text provides flexibility in the classroom：A streamlined text allows instructors to convey current marketing management practices and theory while leaving room to incorporate outside cases, simulations, and projects.

　　A 21st Century view of marketing brings modern strategy and information to the text： A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects: ●Globalization ●Technology ●Social Responsibility (both individual and societal)

　　NEW! Chapter 16: Managing Digital Communications:Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.

著者信息

作者简介

Philip Kotler

　　现职：Northwestern University

Kevin Lane Keller

　　现职：Dartmouth College

A Framework for Marketing Management (GE) (6版) pdf epub mobi txt 电子书下载

图书目录

PART I: INTRODUCTION TO MARKETING MANAGEMENT
Ch 1 Scope of Marketing for the New Realities
Ch 2 Marketing Strategies and Plans
Ch 3 Marketing Research and Analysis

PART II: CONNECTING WITH CUSTOMERS
Ch 4 Building Long-term Customer Relationships
Ch 5 Buying Dynamics of Consumer and Business

PART III: STRATEGIC BRAND MANAGEMENT
Ch 6 Target Marketing
Ch 7 Competitive and Effective Brand Positioning
Ch 8 Branding and Core Growth

PART IV: VALUE CREATION
Ch 9 Product Mix and New Offerings
Ch10 Analyzing and Marketing Services
Ch11 Concepts and Tools for Strategic Pricing

PART V: VALUE DELIVERY
Ch12 Developing and Managing Strategic and Integrated Marketing Channels
Ch13 Managing Retailing, Wholesaling, and Logistics

PART VI: VALUE COMMUNICATION
Ch14 Designing and Managing Integrated Marketing Communications
Ch15 Managing Mass Communications: Advertising, Sales Promotion, Events and Experiences, and Public Relations
Ch16 Managing Digital Communications: Online, Social Media, and Mobile
Ch17 Managing Personal Communications: Direct and Database Marketing and Personal Selling

PART VII: MANAGING THE MARKETING ORGANIZATION FOR LONG-TERM SUCCESS
Ch18 Responsible Marketing in a Global Environment