Marketing Management

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Marketing Management

Format:  Hardcover,

657 pages

Publisher: Pearson College Div

Publish Date: Feb 2011

ISBN-13: 9780132102926

ISBN-10: 0132102927

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Book Information

The following content was provided by the publisher.
Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.

Specifications

Publisher: Pearson College Div
Publish Date: Feb 2011
ISBN-13: 9780132102926
ISBN-10: 0132102927
Format: Hardcover
Number of Pages: 657
Shipping Weight (in pounds): 3.65
Product in Inches (L x W x H): 8.0 x 11.0 x 1.25

Chapter outline

Understanding Marketing Management
Defining Marketing for the 21st Century
Developing Marketing Strategies and Plans
Capturing Marketing Insights
Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting on Demand
Connecting with Customers
Creating Long-term Loyalty Relationships
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets
Building Strong Brands
Creating Brand Equity
Crafting the Brand Position
Competitive Dynamics
Shaping the Market
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
Delivering Value
Designing and Managing Integrated Marketing
Managing Retailing, Wholesaling, and Logistics
Communicating Value
Designing and Managing Integrated Marketing Communications
Managing Mass Communications: 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 Marketing Offerings
Tapping into Global Markets
Managing a Holistic Marketing Organization

Book description

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.

Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab-Pearson's online tutorial and assessment platform.

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