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Marketing management / Philip Kotler, Kevin Lane Keller, Alexander Chernev - Sixteenth Global edition - Harlow : Pearson Education Limited, 2022. - 605 stron : ilustracje ; 28 cm.
Author
Kotler Philip (1931- ) Autor Lane Keller Autor Chernev Alexander Autor
Form of Work
Książki Publikacje fachowe Publikacje naukowe
Subject
Marketing Marketing strategiczny
Genre/Form
Podręcznik
Domain
Zarządzanie i marketing
zob. w.bibliotece.pl
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There are copies available to loan: sygn. 339.138 (2 egz.)
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PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT 1. Defining Marketing for the New Realities 2. Marketing Planning and Management PART 2: UNDERSTANDING THE MARKET 3. Analyzing Consumer Markets 4. Analyzing Business Markets 5. Conducting Marketing Research PART 3: DEVELOPING A WINNING MARKETING STRATEGY 6. Identifying Market Segments and Target Customers 7. Crafting a Customer Value Proposition and Positioning PART 4: DESIGNING VALUE 8. Designing and Managing Products 9. Designing and Managing Services 10. Building Strong Brands 11. Managing Pricing and Sales Promotions PART 5: COMMUNICATING VALUE 12. Managing Marketing Communications 13. Designing an Integrated Marketing Campaign in the Digital Age 14. Personal Selling and Direct Marketing.
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