A Framework for Marketing Management, eBook, Global Edition

Höfundar: Philip Kotler, Kevin Lane Keller
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A Framework for Marketing Management, eBook, Global Edition

Veldu vöru

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Rafbók til leigu í 90 daga. Útgáfa: 6

Efnisyfirlit

  • Title Page
  • Copyright Page
  • Acknowledgments
  • Contents
  • Preface
  • Part 1 Introduction to Marketing Management
    • 1 Scope of Marketing for New Realities
    • Marketing Management at Unilever
      • The Value of Marketing
      • The Scope of Marketing
      • Core Marketing Concepts
      • The New Marketing Realities
      • Company Orientation Toward the Marketplace
      • Updating The Four Ps
      • Marketing Management Tasks
      • Executive Summary
      • Notes
    • 2 Marketing Strategies and Plans
    • Marketing Management at Hewlett-Packard
      • Marketing and Customer Value
      • Corporate and Division Strategic Planning
      • Business Unit Strategic Planning
      • The Marketing Plan
      • Marketing Implementation, Control, and Performance
      • Executive Summary
      • Notes
    • 3 Marketing Research and Analysis
    • Marketing Management at Campbell Soup Company
      • The Marketing Information System and Marketing Intelligence
      • The Marketing Research System
      • Forecasting and Demand Measurement
      • Analyzing the Macroenvironment
      • Executive Summary
      • Notes
  • Part 2 Connecting with Customers
    • 4 Building Long-Term Customer Relationships
    • Marketing Management at Pandora
      • Building Customer Value, Satisfaction, and Loyalty
      • Maximizing Customer Lifetime Value
      • Cultivating Customer Relationships
      • Executive Summary
      • Notes
    • 5 Buying Dynamics of Consumers and Businesses
    • Marketing Management at Cisco
      • What Influences Consumer Behavior?
      • Key Psychological Processes
      • The Consumer Buying Decision Process
      • What is Organizational Buying?
      • Participants in the Business Buying Process
      • Stages in the Business Buying Process
      • Managing Business-to-Business Customer Relationships
      • Executive Summary
      • Notes
  • Part 3 Strategic Brand Management
    • 6 Target Marketing
    • Marketing Management at LinkedIn
      • Bases for Segmenting Consumer Markets
      • Bases for Segmenting Business Markets
      • Market Targeting
      • Executive Summary
      • Notes
    • 7 Competitive and Effective Brand Positioning
    • Marketing Management at Burberry
      • Developing and Establishing a Brand Positioning
      • Competitive Strategies for Market Leaders
      • Other Competitive Strategies
      • Executive Summary
      • Notes
    • 8 Branding and Core Business Growth
    • Marketing Management at Gatorade
      • How Does Branding Work?
      • Defining Brand Equity
      • Building Brand Equity
      • Measuring and Managing Brand Equity
      • Devising a Branding Strategy
      • Customer Equity
      • Driving Growth
      • Executive Summary
      • Notes
  • Part 4 Value Creation
    • 9 Product Mix and New Offerings
    • Marketing Management at Lexus
      • Product Characteristics and Classifications
      • Differentiation
      • Product and Brand Relationships
      • Packaging, Labeling, Warranties, and Guarantees
      • Managing New Products
      • The Consumer-Adoption Process
      • Product Life-Cycle Marketing Strategies
      • Executive Summary
      • Notes
    • 10 Analyzing and Marketing Services
    • Marketing Management at Emirates Airline
      • The Nature of Services
      • The New Services Realities
      • Managing Service Quality
      • Managing Product-Support Services
      • Executive Summary
      • Notes
    • 11 Concepts and Tools for Strategic Pricing
    • Marketing Management at Ryanair
      • Understanding Pricing
      • Setting the Price
      • Adapting the Price
      • Initiating and Responding to Price Changes
      • Executive Summary
      • Notes
  • Part 5 Value Delivery
    • 12 Developing and Managing Strategic and Integrated Marketing Channels
    • Marketing Management at IKEA
      • Marketing Channels and Value Networks
      • The Role of Marketing Channels
      • Channel-Design Decisions
      • Channel-Management Decisions
      • Channel Integration and Systems
      • E-Commerce and M-Commerce Marketing Practices
      • Channel Conflict, Cooperation, and Competition
      • Executive Summary
      • Notes
    • 13 Managing Retailing, Wholesaling, and Logistics
    • Marketing Management at Warby Parker
      • Retailing
      • Private Labels
      • Wholesaling
      • Market Logistics
      • Executive Summary
      • Notes
  • Part 6 Value Communication
    • 14 Designing and Managing Integrated Marketing Communications
    • Marketing Management at Volkswagen
      • The Role of Marketing Communications
      • Developing Effective Communications
      • Selecting the Marketing Communications Mix
      • Managing the Integrated Marketing Communications Process
      • Executive Summary
      • Notes
    • 15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public R
    • Marketing Management at Procter & Gamble
      • Developing and Managing an Advertising Program
      • Sales Promotion
      • Events and Experiences
      • Public Relations
      • Executive Summary
      • Notes
    • 16 Managing Digital Communications: Online, Social Media, and Mobile
    • Marketing Management at PepsiCo
      • Online Marketing
      • Social Media
      • Word of Mouth
      • Mobile Marketing
      • Executive Summary
      • Notes
    • 17 Managing Personal Communications: Direct and Database Marketing and Personal Selling
    • Marketing Management at StarHub
      • Direct Marketing
      • Personal Selling and the Sales Force
      • Managing the Sales Force
      • Executive Summary
      • Notes
  • Part 7 Managing the Marketing Organization for Long-Term Success
    • 18 Responsible Marketing in a Global Environment
    • Marketing Management at Patagonia
      • Competing On a Global Basis
      • Internal Marketing
      • Socially Responsible Marketing
      • Executive Summary
      • Notes
  • Glossary
    • A
    • B
    • C
    • D
    • E
    • F
    • G
    • H
    • I
    • J
    • L
    • M
    • O
    • P
    • Q
    • R
    • S
    • T
    • U
    • V
    • W
    • Z
  • Brand, Company, and Name Index
    • A
    • B
    • C
    • D
    • E
    • F
    • G
    • H
    • I
    • J
    • K
    • L
    • M
    • N
    • O
    • P
    • Q
    • R
    • S
    • T
    • U
    • V
    • W
    • Y
    • Z
  • Subject Index
    • A
    • B
    • C
    • D
    • E
    • F
    • G
    • H
    • I
    • J
    • K
    • L
    • M
    • N
    • O
    • P
    • Q
    • R
    • S
    • T
    • U
    • V
    • W
    • Y
    • Z

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