Résumé
Essentials of Marketing Management is a synthesized version of Kotler's Marketing Management, without excess clutter. It includes all the elements of a successful marketing book, such as how to analyze the market, developing strategies, delivering and managing successful marketing programs. Five part organization: Part I features understanding marketing management; Part II covers analyzing marketing opportunities; Part III identifies how to develop marketing strategies; Part IV describes the market offering; Part V discusses managing and delivering marketing programs. Ideal for anyone seeking a brief refresher on the key elements of successful marketing.
L'auteur - Philip Kotler
Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.
Autres livres de Philip Kotler
Sommaire
- Understanding Marketing Management
- Defining Marketing for the Twenty-First Century
- Adapting Marketing to the New Economy
- Building Customer Satisfaction, Value, and Retention
- Analyzing Marketing Opportunities
- Winning Markets Through Strategic Planning, Implementation, and Control
- Understanding Markets, Market Demand, and the Marketing Environment
- Analyzing Consumer Markets and Buyer Behavior
- Analyzing Business Markets and Buyer Behavior
- Dealing with the Competition
- Identifying Market Segments and Selecting Target Markets
- Making Marketing Decisions
- Developing, Positioning, and Differentiating Products Through the Life Cycle
- Setting Product and Brand Strategy
- Designing and Managing Services
- Designing Pricing Strategies and Programs
- Managing and Delivering Marketing Programs
- Designing and Managing Value Networks and Marketing Channels
- Managing Retailing, Wholesaling, and Market Logistics
- Designing and Managing Integrated Marketing Communications
- Managing the Sales Force
- Glossary
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Pearson |
| Auteur(s) | Philip Kotler |
| Parution | 18/04/2006 |
| Édition | 3eme édition |
| Nb. de pages | 384 |
| Couverture | Broché |
| Poids | 578g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780131452589 |
| ISBN13 | 978-0-13-145258-9 |
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