Marketing Management (16 Ed. Global Ed.) | 誠品線上

Marketing Management (16 Ed. Global Ed.)

作者 Philip Kotler/ Kevin Lane Keller/ Alexander Chernev
出版社 華泰文化事業股份有限公司
商品描述 Marketing Management (16 Ed. Global Ed.):Theworldofmarketingischangingeveryday—andinorderforstudentstohaveacompetitiveedge,theyneedatextthatreflectsthebestand

內容簡介

內容簡介 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.

作者介紹

作者介紹 Philip Kotler現職:Northwestern UniversityKevin Lane Keller現職:Darthmouth CollegeAlexander Chernev現職:Northwestern University

產品目錄

產品目錄 PART I: FUNDAMENTALS OF MARKETING MANAGEMENT Ch 1 Defining Marketing for The New Realities Ch 2 Marketing Planning And Management PART II: UNDERSTANDING THE MARKET Ch 3 Analyzing Consumer Markets Ch 4 Analyzing Business Markets Ch 5 Conducting Marketing Research PART III: DEVELOPING A VIABLE MARKET STRATEGY Ch 6 Identifying Market Segments And Target Customers Ch 7 Crafting A Customer Value Proposition And Positioning PART IV: DESIGNING VALUE Ch 8 Designing And Managing Products Ch 9 Designing And Managing Services Ch10 Building Strong Brands Ch11 Managing Pricing And Sales Promotions PART V: COMMUNICATING VALUE Ch12 Managing Marketing Communications Ch13 Designing An Integrated Marketing Campaign in The Digital Age Ch14 Personal Selling And Direct Marketing PART VI: DELIVERING VALUE Ch15 Designing and Managing Distribution Channels Ch16 Managing Retailing PART VII: MANAGING GROWTH Ch17 Driving Growth in Competitive Markets Ch18 Developing New Market Offerings Ch19 Building Customer Loyalty Ch20 Tapping into Global Markets Ch21 Socially Responsible Marketing

商品規格

書名 / Marketing Management (16 Ed. Global Ed.)
作者 / Philip Kotler Kevin Lane Keller Alexander Chernev
簡介 / Marketing Management (16 Ed. Global Ed.):Theworldofmarketingischangingeveryday—andinorderforstudentstohaveacompetitiveedge,theyneedatextthatreflectsthebestand
出版社 / 華泰文化事業股份有限公司
ISBN13 / 9781292404813
ISBN10 / 1292404817
EAN / 9781292404813
誠品26碼 / 2682143817004
頁數 / 605
注音版 /
裝訂 / P:平裝
語言 / 3:英文
尺寸 / 27.5X21.5X2CM
級別 / N:無

最佳賣點

最佳賣點 : 行銷管理