Name: Marketing Management(GE)(16版)
SKU: https://www.books.com.tw/products/0010916663

內容簡介

　　The world of marketing is changing every day — and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, students will be armed with the knowledge and tools to succeed in the new market environment around them.

作者介紹

作者簡介

Philip Kotler

　　現職：Northwestern University

Kevin Lane Keller

　　現職：Darthmouth College

Alexander Chernev

　　現職：Northwestern University

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT
Ch 1 Defining Marketing for The New Realities
Ch 2 Marketing Planning And Management

PART II: UNDERSTANDING THE MARKET
Ch 3 Analyzing Consumer Markets
Ch 4 Analyzing Business Markets
Ch 5 Conducting Marketing Research

PART III: DEVELOPING A VIABLE MARKET STRATEGY
Ch 6 Identifying Market Segments And Target Customers
Ch 7 Crafting A Customer Value Proposition And Positioning

PART IV: DESIGNING VALUE
Ch 8 Designing And Managing Products
Ch 9 Designing And Managing Services
Ch10 Building Strong Brands
Ch11 Managing Pricing And Sales Promotions

PART V: COMMUNICATING VALUE
Ch12 Managing Marketing Communications
Ch13 Designing An Integrated Marketing Campaign in The Digital Age
Ch14 Personal Selling And Direct Marketing

PART VI: DELIVERING VALUE
Ch15 Designing and Managing Distribution Channels
Ch16 Managing Retailing

PART VII: MANAGING GROWTH
Ch17 Driving Growth in Competitive Markets
Ch18 Developing New Market Offerings
Ch19 Building Customer Loyalty
Ch20 Tapping into Global Markets
Ch21 Socially Responsible Marketing

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詳細資料

ISBN：9781292404813
叢書系列：行銷管理
規格：平裝 / 605頁 / 21.5 x 27.5 x 2 cm / 普通級 / 全彩印刷 / 16版
出版地：台灣

本書分類：專業/教科書/政府出版品> 管理類> 行銷> 行銷管理

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