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| ผู้แต่ง |
Kotler, Philip | | ชื่อเรื่อง |
Marketing management / Philip Kotler, Kevin Lane Keller | | ISBN |
978-013-13-5797-6
| | ISBN |
013-135-797-2
| | พิมพ์ลักษณ์ |
Upper Saddle River, N.J. : Pearson Prentice Hall, 2009 | | เลขเรียก |
MK 17 | | ครั้งที่พิมพ์ |
13th ed | | ลักษณะทางกายภาพ |
1 v. (various pagings) : col. ill. ; 29 cm | | หมายเหตุ |
Partial Contents: Understanding marketing management
-- Defining marketingfor the 21st century
-- Developing marketing strategies and plans
-- Capturing marketing insights
-- Gathering information and scanning the environment
-- Conducting marketing research and forecasting demand
-- Connecting with customers
-- Creating customer value, satisfaction, and loyalty
-- Analyzing consumer markets
-- Analyzing business markets
-- Identifying market segments and targets -- Building with customers -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics-- Communicating value -- Sesigning and managing integrated marketing communications -- Managing mass communication: advertising, sales promotions, events and experiences, and public relations -- Managing personal communications: direct and interactive marketing, word of mouth, and personal selling -- Creating successful long-term growth -- Introducing new market offerings -- Tappinginto global markets -- Managing a holistic marketing organization for the Long run | | หัวเรื่อง |
Marketing--Management | | ผู้แต่งร่วม |
Keller, Kevin Lane, 1956- |
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