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A Framework for Marketing Management (GE) (6版)

A Framework for Marketing Management (GE) (6版)

  • 定價:1300
  • 優惠價:951235
  • 運送方式:
  • 臺灣與離島
  • 海外
  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
  • 可取貨點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
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內容簡介

  A concise yet exhaustive text provides flexibility in the classroom:A streamlined text allows instructors to convey current marketing management practices and theory while leaving room to incorporate outside cases, simulations, and projects.

  A 21st Century view of marketing brings modern strategy and information to the text: A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects: ●Globalization ●Technology ●Social Responsibility (both individual and societal)

  NEW! Chapter 16: Managing Digital Communications:Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.
 

作者介紹

作者簡介

Philip Kotler


  現職:Northwestern University

Kevin Lane Keller

  現職:Dartmouth College
 

目錄

PART I: INTRODUCTION TO MARKETING MANAGEMENT
Ch 1 Scope of Marketing for the New Realities
Ch 2 Marketing Strategies and Plans
Ch 3 Marketing Research and Analysis

PART II: CONNECTING WITH CUSTOMERS
Ch 4 Building Long-term Customer Relationships
Ch 5 Buying Dynamics of Consumer and Business

PART III: STRATEGIC BRAND MANAGEMENT
Ch 6 Target Marketing
Ch 7 Competitive and Effective Brand Positioning
Ch 8 Branding and Core Growth

PART IV: VALUE CREATION
Ch 9 Product Mix and New Offerings
Ch10 Analyzing and Marketing Services
Ch11 Concepts and Tools for Strategic Pricing

PART V: VALUE DELIVERY
Ch12 Developing and Managing Strategic and Integrated Marketing Channels
Ch13 Managing Retailing, Wholesaling, and Logistics

PART VI: VALUE COMMUNICATION
Ch14 Designing and Managing Integrated Marketing Communications
Ch15 Managing Mass Communications: Advertising, Sales Promotion, Events and Experiences, and Public Relations
Ch16 Managing Digital Communications: Online, Social Media, and Mobile
Ch17 Managing Personal Communications: Direct and Database Marketing and Personal Selling

PART VII: MANAGING THE MARKETING ORGANIZATION FOR LONG-TERM SUCCESS
Ch18 Responsible Marketing in a Global Environment
 

詳細資料

  • ISBN:9781292093147
  • 叢書系列:行銷管理
  • 規格:平裝 / 344頁 / 21 x 14.8 x 1.5 cm / 普通級 / 單色印刷 / 6版
  • 出版地:台灣

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