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.…”
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