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. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab-Pearson's online tutorial and assessment platform. NEW! Provide students with the power of practice: mymarketinglab. mymarketinglab-Pearson's online tutorial and assessment platform-gives students the opportunity to test themselves on key concepts and skills, track their own progress through the course, and use the personalized Study Plan activities. INDICE: I Understanding Marketing Management 01. Defining Marketing for the 21st Century 02. Developing Marketing Strategies and PlansII Capturing Marketing Insights 03. Gathering Information and Scanning the Environment 04. Conducting Marketing Research and Forecasting on Demand III Connecting with Customers 05. Creating Long-term Loyalty Relationships 06. Analyzing Consumer Markets 07. Analyzing Business Markets 08. Identifying Market Segments and Targets IV Building Strong Brands 09. Creating Brand Equity 10. Crafting the Brand Position 11. Competitive Dynamics V Shaping the Market 12. Setting Product Strategy 13. Designing and Managing Services 14. Developing Pricing Strategies and Programs VI Delivering Value 15. Designing and Managing Integrated Marketing 16. Managing Retailing, Wholesaling, and Logistics VII Communicating Value 17. Designing and Managing Integrated Marketing Communications 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling VIII Creating Successful Long-Term Growth20. Introducing New Marketing Offerings 21. Tapping into Global Markets 22. Managing a Holistic Marketing Organization
- ISBN: 978-0-273-75502-9
- Editorial: Pearson
- Encuadernacion: Rústica
- Páginas: 700
- Fecha Publicación: 01/04/2011
- Nº Volúmenes: 1
- Idioma: Inglés