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Marketing management
Kotler; Keller; Brady; Goodman; Hansen
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Últimas novedades
marketing
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| The American edition of Marketing Management is the world’s leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students |
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PART 1 UNDERSTANDING MARKETING MANAGEMENT
Chapter 1 Defining Marketing : The European Context
Chapter 2 Understanding Marketing Management
Chapter 3 Developing Marketing Strategies and Plans
Chapter 4 Managing Digital Technology in Marketing
PART 2 CAPTURING MARKETING INSIGHTS
Chapter 5 The Changing Marketing Environment and Information Management
Chapter 6 Managing Market Research and Forecasting
Chapter 7 Analysing Consumer Markets
Chapter 8 Analysing Business Markets
Chapter 9 Dealing with the Competition
PART 3 CONNECTING WITH CUSTOMERS
Chapter 10 Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies
Chapter 11 Creating Customer Value, Satisfaction and Loyalty
PART 4 BUILDING STRONG BRANDS
Chapter 12 Creating and Managing Brand Equity
Chapter 13 Devising a Contemporary Branding Strategy
PART 5 SHAPING THE MARKET OFFERING
Chapter 14 Designing, Developing and Managing Market Offerings
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing and Managing Pricing Strategies
PART 6 DELIVERING VALUE
Chapter 17 Designing and Managing Supply Networks
Chapter 18 Managing Service Process and the Customer Interface
PART 7 COMMUNICATING VALUE
Chapter 19 Designing and Managing Marketing Communications
Chapter 20 Managing Global and Personal Communications
PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL
Chapter 21 Implementing Marketing Management
Chapter 22 Managing Marketing Metrics
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