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Marketingmanag
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Artikelmerkmale
- Artikelzustand
- Publication Date
- 2021-08-25
- Edition Number
- 4
- ISBN
- 9783030669157
Über dieses Produkt
Product Identifiers
Publisher
Springer International Publishing A&G
ISBN-10
3030669157
ISBN-13
9783030669157
eBay Product ID (ePID)
7050389589
Product Key Features
Original Language
English
Edition
4
Book Title
Marketing Management : Past, Present and Future
Number of Pages
Xxviii, 880 Pages
Language
English
Topic
Marketing / General, Consumer Behavior, Commerce, Management
Publication Year
2021
Illustrator
Yes
Genre
Business & Economics
Book Series
Springer Texts in Business and Economics Ser.
Format
Hardcover
Dimensions
Item Weight
53.6 Oz
Item Length
9.3 in
Item Width
6.1 in
Additional Product Features
Dewey Edition
23
Number of Volumes
1 vol.
Dewey Decimal
658.8
Table Of Content
Chapter 1: An Overview of Marketing.- Chapter 2: Marketing Planning.- Chapter 3: Understanding the Market Environment and the Competition.- Chapter 4: Understanding the Buyer.- Chapter 5: Marketing Research and Information.- Chapter 6: Estimating the Market Demand.- Chapter 7: Market Segmentation, Positioning, and Branding.- Chapter 8: Product and Service Decisions.- Chapter 9: New Products.- Chapter 10: Pricing Decisions.- Chapter 11: Distribution and Supply Chain Management.- Chapter 12: Designing Effective Promotion and Advertising Strategies.- Chapter 13: Direct Marketing, Sales Promotion, and Public Relations.- Chapter 14: Selling and Sales Management.- Chapter 15: The Future of Marketing.- Case 1: Yo Man, It's Yao Ming.- Case 2: BMW Marketing Innovation.- Case 3: It Is Not on the Shelf! Is It? - How Marketing Myopia Occurs.- Case 4: Citibank N.A. in Japan.- Case 5: Gap Inc.- Case 6: The Value-Breeding Bond Network of Hawthorn: A Relationship Marketing Context in a Business-to-Business Setting.- Case 7: Marketing and the Environment: Tuna versus Dolphins.- Case 8: The Embryonic Phase of Spectrum Color.- Case 9: Implications of the Ancient Business Concepts for Contemporary Markets: Background and a Case Example.- Case 10: Will Natural Diamonds Remain Forever.- Case 11: Does Mattel Sell Dolls or Dreams.- Case 12: The Changing Global Context: A Philosophical Approach to Deal with the Embryonic Market Environment.- Glossary.- Company Index.- Name Index.- Subject Index.
Synopsis
This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management , the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Manager's Corner : These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action : These sections ask students to apply concepts and theories to actual business situations. Web Exercises : These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities., Chapter 1: An Overview of Marketing.- Chapter 2: Marketing Planning.- Chapter 3: Understanding the Market Environment and the Competition.- Chapter 4: Understanding the Buyer.- Chapter 5: Marketing Research and Information.- Chapter 6: Estimating the Market Demand.- Chapter 7: Market Segmentation, Positioning, and Branding.- Chapter 8: Product and Service Decisions.- Chapter 9: New Products.- Chapter 10: Pricing Decisions.- Chapter 11: Distribution and Supply Chain Management.- Chapter 12: Designing Effective Promotion and Advertising Strategies.- Chapter 13: Direct Marketing, Sales Promotion, and Public Relations.- Chapter 14: Selling and Sales Management.- Chapter 15: The Future of Marketing.- Case 1: Yo Man, It's Yao Ming.- Case 2: BMW Marketing Innovation.- Case 3: It Is Not on the Shelf! Is It? - How Marketing Myopia Occurs.- Case 4: Citibank N.A. in Japan.- Case 5: Gap Inc.- Case 6: The Value-Breeding Bond Network of Hawthorn: A Relationship Marketing Context in a Business-to-Business Setting.- Case 7: Marketing and the Environment: Tuna versus Dolphins.- Case 8: The Embryonic Phase of Spectrum Color.- Case 9: Implications of the Ancient Business Concepts for Contemporary Markets: Background and a Case Example.- Case 10: Will Natural Diamonds Remain Forever.- Case 11: Does Mattel Sell Dolls or Dreams.- Case 12: The Changing Global Context: A Philosophical Approach to Deal with the Embryonic Market Environment.- Glossary.- Company Index.- Name Index.- Subject Index.
LC Classification Number
HF5410-5417.5
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AlibrisBooks
98,6% positive Bewertungen•1.9 Mio. Artikel verkauft
Angemeldet als gewerblicher Verkäufer
Verkäuferbewertungen (511'905)
- b***7 (279)- Bewertung vom Käufer.Letzter MonatBestätigter KaufGreat
- p***9 (1071)- Bewertung vom Käufer.Letzter MonatBestätigter KaufThank you very much.
- 5***- (394)- Bewertung vom Käufer.Letzter MonatBestätigter KaufExcited to read this book.