Descripciones mejoradas de Syndetics:

The Internet is changing the way that consumers buy, and the way that companies buy from each other. This updated text includes these new ways of buying and selling, showing how marketers can make the most of the new technology.

Tabla de contenidos provista por Syndetics

• Part I Understanding Marketing Management
• Chapter 1 Defining Marketing for the 21st Century
• Chapter 2 Developing and Implementing Marketing Strategies and Plans
• Chapter 3 Understanding Markets, Market Demand, and the Marketing Environment
• Part II Connecting with Customers
• Chapter 4 Creating Customer Value, Satisfaction, and Loyalty
• Chapter 5 Analyzing Consumer Markets
• Chapter 6 Analyzing Business Markets
• Chapter 7 Identifying Market Segments and Targets
• Part III Building Strong Brands
• Chapter 8 Creating Brand Equity
• Chapter 9 Creating Positioning and Dealing with Competition
• Part IV Shaping the Market Offerings
• Chapter 10 Setting Product Strategy and Marketing Through the Life Cycle
• Chapter 11 Designing and Managing Services
• Chapter 12 Designing Pricing Strategies and Programs
• Part V Delivering Value
• Chapter 13 Designing and Managing Value Networks and Channels
• Chapter 14 Managing Retailing, Wholesaling, and Logistics
• Part VI Communicating Value
• Chapter 15 Designing and Managing Imc
• Chapter 16 Managing Mass Communications
• Chapter 17 Managing Personal Communications
• Part VII Creating Successful Long-Term Growth
• Chapter 18 Managing Marketing in a Global Economy Glossary