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Marketing Management, An Asian Perspective

Paperback Engels 2017 9781292089584
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For undergraduate and graduate courses in marketing management.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

 

The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. 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.

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Specificaties

ISBN13:9781292089584
Taal:Engels
Bindwijze:Paperback
Uitgever:Pearson Education

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Inhoudsopgave

Part 1. Understanding Marketing Management   1. Defining Marketing for the New Realities   2. Developing Marketing Strategies and Plans   Part 2. Capturing Marketing Insights   3. Collecting Information and Forecasting Demand   4. Conducting Marketing Research   Part 3. Connecting with Customers   5. Creating Long-term Loyalty Relationships   6. Analyzing Consumer Markets   7. Analyzing Business Markets   8. Tapping into Global Markets   Part 4. Building Strong Brands   9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity   12. Meeting Competition and Driving Growth   Part 5. Shaping the Market Offerings   13. Setting Product Strategy   14. Designing and Managing Services   15. Introducing New Market Offerings   16. Developing Pricing Strategies and Programs   Part 6. Delivering Value   17. Designing and Managing Integrated Marketing Channels   18. Managing Retailing, Wholesaling, and Logistics   Part 7. Communicating Value   19. Designing and Managing Integrated Marketing Communications   20. Managing Digital Communications: Online, Social Media and Mobile Marketing   21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations   22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling   Part 8. Managing the Marketing Organization   23. Conducting Marketing Responsibly for Long-Term Success

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        Marketing Management, An Asian Perspective