Marketing management
Philip Kotler; Kevin Lane Keller; Mairead Brady; Malcolm Goodman; Torben Hansen
Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics
Year of publication: |
2016 ; 3rd edition
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Authors: | Kotler, Philip ; Keller, Kevin Lane ; Brady, Mairead ; Goodman, Malcolm ; Hansen, Torben |
Publisher: |
Harlow, England : Pearson |
Subject: | Marketingmanagement | Marketing management |
Description of contents: | Table of Contents [gbv.de] ; Abstract [pearsonhighered.com] |
Saved in:
Extent: | xxxiv, 942 Seiten Illustrationen |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Lehrbuch ; Textbook |
Language: | English |
Notes: | Revised edition of Marketing management, 2012 |
ISBN: | 978-1-292-09323-9 ; 978-1-292-10608-3 ; 978-1-292-14235-7 |
Classification: | Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011475926