Marketing Management [Hardback]First European Editionby Philip Kotler and Kevin Lane Keller and Malcolm Goodman and Torben Hansen
Usually ships within 2 to 4 working days Description of Marketing ManagementThe American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has 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.People who bought this book also boughtTitle Information
Write a review of this book Customer Reviews from AmazonContents of Marketing ManagementPART 1 UNDERSTANDING MARKETING MANAGEMENT1 Defining Marketing : The European Context 2 Understanding Marketing Management 3 Developing Marketing Strategies and Plans 4 Managing Digital Technology in Marketing PART 2 CAPTURING MARKETING INSIGHTS 5 The Changing Marketing Environment and Information Management 6 Managing Market Research and Forecasting 7 Analysing Consumer Markets 8 Analysing Business Markets 9 Dealing with the Competition PART 3 CONNECTING WITH CUSTOMERS 10 Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies 11 Creating Customer Value, Satisfaction and Loyalty PART 4 BUILDING STRONG BRANDS 12 Creating and Managing Brand Equity 13 Devising a Contemporary Branding Strategy PART 5 SHAPING THE MARKET OFFERING 14 Designing, Developing and Managing Market Offerings 15 Introducing New Market Offerings 16 Developing and Managing Pricing Strategies PART 6 DELIVERING VALUE 17 Designing and Managing Supply Networks 18 Managing Service Process and the Customer Interface PART 7 COMMUNICATING VALUE 19 Designing and Managing Marketing Communications 20 Managing Global and Personal Communications PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL 21 Implementing Marketing Management 22 Managing Marketing Metrics Your recently viewed titles |
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