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MARKETING MANAGEMENT 16/E
Global Edition
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저자 |
Philip Kotler / Kevin Lane Keller / |
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출판사 |
Pearson Higher Education |
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출판년도 |
2022 / 832 pages |
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ISBN |
978-1-292-40481-3 |
판매가 |
55,000원
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| TITLE INFORMATION
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For undergraduate and graduate courses in marketing management.
The gold standard for todays marketing management student
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. |
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| Table of Contents |
PART I:FUNDAMENTALS OF MARKETING MANAGEMENT
1. Defining Marketing for the New Realities
2. Marketing Planning and Management
PARTII: UNDERSTANDING THE MARKET
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research
PARTIII: DEVELOPING A WINNING MARKETING STRATEGY
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning
PARTIV: DESIGNING VALUE
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions
PART V:COMMUNICATING VALUE
12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing
PARTVI: DELIVERING VALUE
15. Designing and Managing Distribution Channels
16. Managing Retailing
PARTVII: MANAGING GROWTH
17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing
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