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Marketing Management by Kevin Keller, Philip Kotler and Alexander Chernev (2021, Hardcover)
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- Sofort-KaufenSCHNELLER VERSAND Marketing Management Global Ed 16Ed von Philip Kotler, Kevin Keller
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Über dieses Produkt
Product Identifiers
PublisherPearson Education
ISBN-100135887151
ISBN-139780135887158
eBay Product ID (ePID)18050032018
Product Key Features
Edition16
Publication Year2021
Book TitleMarketing Management
TopicCommerce
Number of Pages608 Pages
LanguageEnglish
GenreBusiness & Economics
AuthorKevin Keller, Philip Kotler, Alexander Chernev
FormatHardcover
Additional Product Features
LCCN2021-016494
Dewey Edition23
Dewey Decimal658.8
Table Of ContentPART 1: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New Realities Marketing Planning and Management PART 2: UNDERSTANDING THE MARKET Analyzing Consumer Markets Analyzing Business Markets Conducting Marketing Research PART 3: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target Customers Crafting a Customer Value Proposition and Positioning PART 4: DESIGNING VALUE Designing and Managing Products Designing and Managing Services Building Strong Brands Managing Pricing and Sales Promotions PART 5: COMMUNICATING VALUE Managing Marketing Communications Designing an Integrated Marketing Campaign in the Digital Age Personal Selling and Direct Marketing PART 6: DELIVERING VALUE Designing and Managing Distribution Channels Managing Retailing PART 7: MANAGING GROWTH Driving Growth in Competitive Markets Developing New Market Offerings Building Customer Loyalty Tapping into Global Markets Socially Responsible Marketing
SynopsisThis print textbook is available for students to rent for their classes. The Pearson print rental program provides students with affordable access to learning materials, so they come to class ready to succeed. For undergraduate and graduate courses in marketing management. The gold standard for today's marketing management student 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.
LC Classification NumberHF5415.13.K64 2022
