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Marketing Management(GE)
作  /  譯    者 : Philip Kotler,Kevin Lane Keller
I S B N -  13 : 9781292092621
I S B N -  10 : 1292092629
類             別: 行銷管理
版             次: 15 版
年             份: 2016
規             格: 714 頁
出     版     商: Pearson Education
教師教學配件: 教學資源光碟(PowerPoint/教師手冊/題庫)
     

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.

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

作者:Philip Kotler
現職:Northwestern University

作者:Kevin Lane Keller
現職:Darthmouth College

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