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Framework for Marketing Management

Paperback Engels 2015 9780133871319
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Samenvatting

For graduate and undergraduate courses in marketing management.

A Succinct Guide to 21st Century Marketing Management

Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The book’s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases.
The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.

Specificaties

ISBN13:9780133871319
Trefwoorden:management, marketing
Taal:Engels
Bindwijze:paperback
Aantal pagina's:352
Uitgever:Baker&Taylor
Druk:6
Verschijningsdatum:16-1-2015
Hoofdrubriek:Marketing
ISSN:

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Over Philip Kotler

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago. Hij is auteur en coauteur van onder andere 'Social Marketing', 'Marketing Places', 'The Marketing of Nations' en 'Marketing Management', dat door de Financial Times wordt gerekend tot de 50 beste bedrijfskundige boeken. Kotler was de eerste die is verkozen als Leader in Marketing Thought door de leden van de American Marketing Association. Tevens heeft Kotler belangrijke prijzen toegekend gekregen, zoals de Paul D. Converse Award, De Steuart Henderson Britt Award, de Distinguished Marketing Educator Award, de Prize for Marketin Excellence, de Charles Coolidge Parling Marketing Award en de Marketing Educator of the Year Award. Kotler bezit tevens een ere-doctoraat aan de universiteiten van Stockholm, Zürich en aan de School of Economics in Athene en Krakau.

Andere boeken door Philip Kotler

Inhoudsopgave

I: Understanding Marketing Management
1.Defining Marketing for the New Realities
2.Developing and Implementing Marketing Strategies and Plans
3.Capturing Marketing Insights and Forecasting Demand

II: Connecting with Customers
4.Creating Long-term Loyalty Relationships
5. Analyzing Consumer and Business Markets

III: Building Strong Brands
6.Identifying Market Segments and Targets
7.Crafting the Brand Positioning
8.Creating Brand Equity and Driving Growth

IV: Shaping the Market Offerings
9. Setting Product Strategy and Introducing New Offerings
10. Designing and Managing Services
11. Developing Pricing Strategies and Programs

V: Delivering Value
12. Designing and Managing Integrated Marketing Channels
13. Managing Retailing, Wholesaling, and Logistics

VI: Communicating Value
14. Designing and Managing Integrated Marketing Communications
15. Managing Digital Communications
16. Managing Mass Communications
17. Managing Personal Communications

VII: Managing the Marketing Organization for Long-Term Success
18. Conducting Marketing Responsibly in the Global Economy

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        Framework for Marketing Management