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| ผู้แต่ง |
Kotler, Philip | | ชื่อเรื่อง |
Marketing management / Philip Kotler, Kevin Lane Keller | | ISBN |
013196853X
| | พิมพ์ลักษณ์ |
Upper Saddle River, N.J. : Pearson Prentice Hall, c2006 | | เลขเรียก |
MK 14 | | ครั้งที่พิมพ์ |
12th ed | | ลักษณะทางกายภาพ |
xxxix, 672, [45] p. : col. ill. ; 27 cm | | หมายเหตุ |
Partial Contents: Defining marketing for the 21st century
-- Developingmarketing strategies and plans
-- Gathering information and scanning the environment
-- Conducting marketing research and forecasting demand
-- Creating customer Value,Satisfaction, and loyalty
-- Analyzing consumer markets
--Analyzing business markets
-- Identifying market segments and targets
-- Creating brand equity
-- Crafting the brandpositioning
-- Dealing with competition -- Setting productstrategy -- Designing and managing services -- Developing pricing strategies and programs -- Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events, andpublic relations -- Managing personal communications: direct marketing and personal selling -- Introducing new market offerings -- Tapping into global markets -- managing a holistic marketing organization | | หัวเรื่อง |
Marketing--Management | | ผู้แต่งร่วม |
Keller, Kevin Lane |
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