Marketing management

Philip Kotler

766 pages, parution le 25/06/2003 (11^eme édition)

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Résumé

For MBA and undergraduate courses in Marketing Management.

Professors and professionals tell us time and again that when it comes to today's complex marketing environment, no one in this field has stayed on top of the changes, been able to interpret, clarify, and put them into perspective like Philip Kotler.
The Eleventh Edition of this selling marketing management textbook features up-to-date coverage and hundreds of new cases, as well as an overall emphasis on these four themes: Customer Relationship Management, Technology/Internet Revolution, Brand Building, and Global Marketing.

Understanding Marketing Management
- Defining Marketing for the 21st Century
- Adapting Marketing to the New Economy
- Building Customer Satisfaction, Value, and Retention

Analyzing Marketing Opportunities
- Winning Markets through Market-Oriented Strategic Planning
- Gathering Information and Measuring Market Demand
- Scanning the Marketing Environment
- Analyzing Consumer Markets and Buyer Behavior
- Analyzing Business Markets and Business Buying Behavior
- Dealing with the Competition
- Identifying Market Segments and Selecting Target Markets

Developing Market Strategies
- Positioning and Differentiating the Market Offering through the Product Life Cycle
- Developing New Market Offerings
- Designing Global Market Offerings

Shaping the Market Offering
- Setting the Product and Branding Strategy
- Designing and Managing Services
- Developing Price Strategies and Programs

Managing and Delivering Marketing Programs
- Designing and Managing Value Networks and Marketing Channels
- Managing Retailing, Wholesaling, and Market Logistics
- Managing Integrated Marketing Communications
- Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing
- Managing the Sales Force
- Managing the Total Marketing Effort

Name Index
Brand 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.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Philip Kotler
Parution	25/06/2003
Édition	11^eme édition
Nb. de pages	766
Format	20 x 25,3
Couverture	Broché
Poids	1330g
Intérieur	Noir et Blanc
EAN13	9780130497154