Descripciones mejoradas de Syndetics:

The Internet and its uses and effects. Demand chain and supply chain management. Customer relationship management and partner relationship management. Alternative go-to-market channels. Brand building and brand asset management. Boxed Features This edition also has three box series: - New Feature Marketing for the New Economy - Marketing Memos - Marketing Insights End-of-Chapter Exercises - New Marketing Debate Each chapter now features a question asking students to take sides on an issue. - New Online Marketing Today exercises focus on e-business and e-commerce, and send students to the company Web site to complete the assignment. - Marketing and Advertising exercises focus on real companies and include the ads; they give the student practice in analyzing the marketing objectives advertising is intended to realize. - You're the Marketer asks students to make a formal marketing plan using the hypothetical example of the Sonic PDA from chapter 4; it is linked to the Marketing Plan Pro software and the Marketing Plan Pro supplement. - Managerial Orientation. This book focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organi

Tabla de contenidos provista por Syndetics

• 1 Marketing in the Twenty-First Century
• 2 Adapting Marketing to the New Economy (NEW)
• 3 Building Customer Satisfaction, Value, and Retention
• 4 Winning Markets: Market-Oriented Strategic Planning
• 5 Gathering Information and Measuring Market Demand
• 6 Scanning the Marketing Environment
• 7 Analyzing Consumer Markets and Buyer Behaviour
• 8 Analyzing Business Markets and Buyer Behaviour
• 9 Dealing with the Competition
• 10 Identifying Market Segments and Selecting Target Markets
• 11 Positioning and Differentiating the Market Offering Through the Product Life Cycle
• 12 Developing New Market Offerings
• 13 Designing Global Market Offerings
• 14 Setting the Product and Branding Strategy
• 15 Designing and Managing Services
• 16 Developing Pricing Strategies and Programs
• 17 Designing and Managing Value Networks and Marketing Channels
• 18 Managing Retailing, Wholesaling, and Market Logistics
• 19 Managing Integrated Marketing Communications
• 20 Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing
• 21 Managing the Sales Force
• 22 Managing the Total Marketing Effort

Notas de autor provistas por Syndetics

Philip Kotler is one of the world's leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his masters degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

Dr. Kotler is the co-author of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its fifth edition, is the best seller in that specialized area. Dr. Kotler's other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility, Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; and Kotler on Marketing.

In addition, he has published more than one hundred articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.

Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2002, Professor Kotler received the Distinguished Educator Award from The Academy of Marketing Science. He has received honorary doctoral degrees from Stockholm -University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, and the University of Economics and Business Administration in Vienna.

Professor Kotler has been a consultant to many major U.S. and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.

He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing opportunities.