Marketing management
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | inglés |
| Edición: | Undécima edición. |
| Materias: | |
| Etiquetas: |
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
Tabla de Contenidos:
- Understanding Marketing Management
- Defining Marketing for the Twenty-First Century
- Adapting Marketing to the New Economy
- Building Customer Satisfaction, Value, and Retention
- Analyzing Marketing Opportunities
- Winning Markets Through Market-Oriented Strategic Planning Gathering lInformation 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.