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ISBN: 9781292092713
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*Precio con IVA: 41,95 €
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MyLab Marketing

Marketing Management Global Edition, 15/E (e-Book VS 12m)


By Philip Kotler

Descripción: For undergraduate and graduate courses in marketing management. The gold standard for today's marketing management Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The world of marketing is changing everyday--and in order for students to have a competitive advantage, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. The Fifteenth Edition is fully integrated with MyLab Marketing and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.

Contenido:

Part 1. Understanding Marketing Management
1. Defining Marketing for the New Realities
2. Developing Marketing Strategies and Plans

Part 2. Capturing Marketing Insights
3. Collecting Information and Forecasting Demand
4. Conducting Marketing Research

Part 3. Connecting with Customers

5. Creating Long-term Loyalty Relationships
6. Analyzing Consumer Markets
7. Analyzing Business Markets
8. Tapping into Global Markets

Part 4. Building Strong Brands

9. Identifying Market Segments and Targets
10. Crafting the Brand Positioning
11. Creating Brand Equity
12. Addressing Competition and Driving Growth

Part 5. Shaping the Market Offerings

13. Setting Product Strategy
14. Designing and Managing Services
15. Introducing New Market Offerings
16. Developing Pricing Strategies and Programs

Part 6. Delivering Value

17. Designing and Managing Integrated Marketing Channels
18. Managing Retailing, Wholesaling, and Logistics

Part 7. Communicating Value

19. Designing and Managing Integrated Marketing Communications
20. Managing Digital Communications: Online, Social Media and Mobile Marketing
21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling

Part 8. Managing the Marketing Organization

23. Managing a Holistic Marketing Organization forthe Long Run