Marketing management

The American edition of Marketing Management is the world's leading marketingtext because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Managementhas been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students. INDICE: PART 1 UNDERSTANDING MARKETING MANAGEMENT Chapter 1 Defining Marketing : The European Context Chapter 2 Understanding Marketing Management Chapter 3 Developing Marketing Strategies and Plans Chapter 4 Managing Digital Technology in Marketing PART 2 CAPTURING MARKETING INSIGHTS Chapter 5 The ChangingMarketing Environment and Information Management Chapter 6 Managing Market Research and Forecasting Chapter 7 Analysing Consumer Markets Chapter 8 Analysing Business Markets Chapter 9 Dealing with the Competition PART 3 CONNECTING WITH CUSTOMERS Chapter 10 Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies Chapter 11 Creating Customer Value, Satisfaction and Loyalty PART 4 BUILDING STRONG BRANDS Chapter 12 Creating and Managing Brand Equity Chapter 13 Devising a Contemporary Branding Strategy PART 5SHAPING THE MARKET OFFERING Chapter 14 Designing, Developing and Managing Market Offerings Chapter 15 Introducing New Market Offerings Chapter 16 Developing and Managing Pricing Strategies PART 6 DELIVERING VALUE Chapter 17 Designingand Managing Supply Networks Chapter 18 Managing Service Process and the Customer Interface PART 7 COMMUNICATING VALUE Chapter 19 Designing and Managing Marketing Communications Chapter 20 Managing Global and Personal Communications PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL Chapter 21 Implementing Marketing Management Chapter 22 Managing Marketing Metrics

• ISBN: 978-0-273-71856-7
• Editorial: Pearson/Prentice Hall
• Encuadernacion: Cartoné
• Páginas: 928
• Fecha Publicación: 01/04/2009
• Nº Volúmenes: 1
• Idioma: Inglés