Résumé
For courses in Principles of Marketing.
This best seller takes a practical, managerial approach to
marketing. It provides a rich array of practical examples
and applications to show the major decisions that marketing
managers face in their day to day jobs. Readers are shown
not only to anticipate changes, but also what effects
changes will bring. In short, this book is your portal to
the new world of marketing.
Contents
I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.
1. Marketing in a
Changing World: Creating Customer Value and
Satisfaction.
2. Strategic Planning and the Marketing Process.
3. The Marketing Environment.
2. Strategic Planning and the Marketing Process.
3. The Marketing Environment.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.
4. Marketing
Research and Information Systems.
5. Consumer Markets and Consumer Buyer Behavior.
6. Business Markets and Business Buyer Behavior.
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
5. Consumer Markets and Consumer Buyer Behavior.
6. Business Markets and Business Buyer Behavior.
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
III. DEVELOPING THE MARKETING MIX.
8. Product and
Service Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Products: Pricing Considerations and Approaches.
11. Pricing Products: Pricing Strategies.
12. Distribution Channels and Logistics Management.
13. Retailing and Wholesaling.
14. Integrated Marketing Communications Strategy.
15. Advertising, Sales Promotion, and Public Relations.
16. Personal Selling and Sales Management.
17. Direct and Online Marketing: The New Marketing Model.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Products: Pricing Considerations and Approaches.
11. Pricing Products: Pricing Strategies.
12. Distribution Channels and Logistics Management.
13. Retailing and Wholesaling.
14. Integrated Marketing Communications Strategy.
15. Advertising, Sales Promotion, and Public Relations.
16. Personal Selling and Sales Management.
17. Direct and Online Marketing: The New Marketing Model.
IV. MANAGING MARKETING.
18. Competitive
Strategies: Attracting, Retaining, and Growing
Customers.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
APPENDIXES.
1. Measuring and
Forecasting Demand.
2. Marketing Arithmetic.
3. Careers in Marketing.
Glossary.
Author Index.
Company Index.
Subject Index.
2. Marketing Arithmetic.
3. Careers in Marketing.
Glossary.
Author Index.
Company Index.
Subject Index.
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
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Prentice Hall |
| Auteur(s) | Philip Kotler |
| Parution | 01/07/2000 |
| Édition | 9eme édition |
| Nb. de pages | 716 |
| Format | 21 x 27,5 |
| Couverture | Broché |
| Poids | 1707g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780130293688 |
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