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Marketing Management: Analysis, Planning, Implementation and Control

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en Limba Engleză Hardback – 22 Oct 1993
Best-seller world-wide, the eighth edition of this classic text highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market- focused, and customer-driven action. Kotler underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning, and performance.
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Specificații

ISBN-13: 9780137228515
ISBN-10: 0137228511
Pagini: 816
Dimensiuni: 203 x 254 x 13 mm
Greutate: 0.6 kg
Ediția: 8 Nouă
Editura: Pearson Education
Colecția Prentice Hall
Locul publicării: Upper Saddle River, United States

Cuprins

I. UNDERSTANDING MARKETING MANAGEMENT.
1. Understanding the Critical Role of Marketing in Organizations and Society.
2. Building Customer Satisfaction Through Quality, Service, and Value.
3. Laying the Groundwork Through Market-Oriented Strategic Planning.
4. Managing the Marketing Process and Marketing Planning.
II. ANALYZING MARKETING OPPORTUNITIES.
5. Marketing Information Systems and Marketing Research.
6. Analyzing the Marketing Environment.
7. Analyzing Consumer Markets and Buyer Behavior.
8. Analyzing Business Markets and Business Buying Behavior.
9. Analyzing Industries and Competitors.
III. RESEARCHING AND SELECTING TARGET MARKETS.
10. Measuring and Forecasting Market Demand.
11. Identifying Market Segments and Selecting Target Markets.
IV. DEVELOPING MARKETING STRATEGIES.
12. Differentiating and Positioning the Market Offer.
13. Developing, Testing, and Launching New Products and Services.
14. Managing Product Life Cycles and Strategies.
15. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers.
16. Designing Strategies for the Global Marketplace.
V. PLANNING MARKETING PROGRAMS.
17. Managing Products Lines, Brands, and Packaging.
18. Managing Service Businesses and Ancillary Services.
19. Designing Pricing Strategies and Programs.
20. Selecting and Managing Marketing Channels.
21. Managing Retailing, Wholesaling, and Physical-Distribution Systems.
22. Designing Communication and Promotion-Mix Strategies.
23. Designing Effective Advertising Programs.
24. Designing Direct-Marketing, Sales-Promotion, and Public- Relations Programs.
25. Managing the Salesforce.
VI. ORGANIZING, IMPLEMENTING, AND CONTROLLING MARKETING EFFORT.
26. Organizing and Implementing Marketing Programs.
27. Evaluating and Controlling Marketing Performance.
Author Index.
Company/Brand Index.
Subject Index.

Caracteristici

  • A new Chapter 2, “Building Customer Satisfaction Through Quality, Service, and Value.” And throughout the text, further emphasis is placed on the importance of offering quality, service, and value.
  • New global marketing material is added throughout, along with a revised Chapter 16, “Designing Strategies for the Global Marketplace.”
  • Emphasis on managing business processes and core competencies, not just departmental functions.
  • A greatly expanded section on “brand development” as one of the keys to successful marketing in the 1990s.
  • New boxed material expands coverage of Strategies; Concepts and Tools; Marketing Environment and Trends; Companies and Industries; Global Marketing, and Socially Responsible Marketing.
  • Expanded and new material on relationship marketing, value-added marketing, customer loyalty, frequency and club marketing, guarantee marketing, customer satisfaction tracking, futurist forecasting, core competencies and capabilities, market pioneer advantages, theatrical retailing, superpower retailers, competitive benchmarking, virtual reality, integrated marketing communications, word-of-mouth marketing, and marketing engineering.