Marketing management
Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information...
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| Weitere Verfasser: | , , , |
| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Harlow, England, London, New York, Boston, San Francisco, Toronto, Sydney u.a.
Pearson
2016
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| Ausgabe: | 3rd edition |
| Schlagworte: | |
| Online Zugang: | Inhaltsverzeichnis Inhaltsbeschreibung |
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Tag hinzufügen | Zusammenfassung: | Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics |
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| Beschreibung: | Authorized adaptation from the United States edition, entitled Marketing Management, 15th Edition, ISBN: 0133856461 ©2016 |
| Beschreibung: | XXXIV, 942 Seiten Illustrationen, Diagramme, Karten |
| ISBN: | 9781292093239 978-1-292-09323-9 |