Marketing Management (15ED) | 誠品線上

Marketing Management (15ED)

內容簡介

內容簡介 Emphasize the many aspects of marketing (1)In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations. The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots. (2)Each end-of-chapter section now includes two expanded Marketing Excellence mini-cases highlighting innovative, insightful marketing accomplishments by leading organizations. Each case includes questions that promote classroom discussion and student analysis. Spark classroom discussion Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters.

作者介紹

作者介紹 ■作者簡介Philip Kotler 現職：Northwestern University Kevin Lane Keller 現職：Darthmouth College

產品目錄

產品目錄 PART I: UNDERSTANDING MARKETING MANAGEMENT Ch 1 Defining Marketing for the New Realities Ch 2 Developing Marketing Strategies and Plans PART II:CAPTURING MARKETING INSIGHTS Ch 3 Collecting Information and Forecasting Demand Ch 4 Conducting Marketing Research PART III: CONNECTING WITH CUSTOMERS Ch 5 Creating Long-term Loyalty Relationships Ch 6 Analyzing Consumer Markets Ch 7 Analyzing Business Markets Ch 8 Tapping into Global Markets PART IV:BUILDING STRONG BRANDS Ch 9 Identifying Market Segments and Targets Ch10 Crafting the Brand Positioning Ch11 Creating Brand Equity Ch12 Addressing Competition and Driving Growth PART V:CREATING VALUE Ch13 Setting Product Strategy Ch14 Designing and Managing Services Ch15 Introducing New Market Offerings Ch16 Developing Pricing Strategies and Programs PART VI:DELIVERING VALUE Ch17 Designing and Managing Integrated Marketing Channels Ch18 Managing Retailing, Wholesaling, and Logistics PART VII:COMMUNICATING VALUE Ch19 Designing and Managing Integrated Marketing Communications Ch20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Ch21 Managing Digital Communications: Online, Social Media and Mobile Ch22 Managing Personal Communications: Direct and Database Marketing and Personal Selling PART VIII:CONDUCTING MARKETING RESPONSIBLY FOR LONG-TERM SUCCESS Ch23 Managing a Holistic Marketing Organization for the Long Run

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