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Marketing Management
ISBN: 9780131457577 | 0131457578
Edition: 13thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2009
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This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset ... MORE
| Marketing in the Twenty-First Century | |
| Adapting Marketing to the New Economy (NEW) | |
| Building Customer Satisfaction, Value, and Retention | |
| Winning Markets: Market-Oriented Strategic Planning | |
| Gathering Information and Measuring Market Demand | |
| Scanning the Marketing Environment | |
| Analyzing Consumer Markets and Buyer Behaviour | |
| Analyzing Business Markets and Buy... MORE | |
| Dealing with the Competition | |
| Identifying Market Segments and Selecting Target Markets | |
| Positioning and Differentiating the Market Offering Through the Product Life Cycle | |
| Developing New Market Offerings | |
| Designing Global Market Offerings | |
| Setting the Product and Branding Strategy | |
| Designing and Managing Services | |
| Developing Pricing Strategies and Programs | |
| Designing and Managing Value Networks and Marketing Channels | |
| Managing Retailing, Wholesaling, and Market Logistics | |
| Managing Integrated Marketing Communications | |
| Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing | |
| Managing the Sales Force | |
| Managing the Total Marketing Effort | |
| Table of Contents provided by Publisher. All Rights Reserved. |
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.
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