Descripciones mejoradas de Syndetics:

This is the 13th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.

Tabla de contenidos provista por Syndetics

• Part 1 Understanding Marketing Management
• Chapter 1 Defining Marketing for the 21st Century
• Chapter 2 Developing Marketing Strategies and Plans
• Part 2 Capturing Marketing Insights
• Chapter 3 Gathering Information and Scanning the Environment
• Chapter 4 Conducting Marketing Research and Forecasting Demand
• Part 3 Connecting With Customers
• Chapter 5 Creating Customer Value, Satisfaction, and Loyalty
• Chapter 6 Analyzing Consumer Markets
• Chapter 7 Analyzing Business Markets
• Chapter 8 Identifying Market Segments and Targets
• Part 4 Building Strong Brands
• Chapter 9 Creating Brand Equity
• Chapter 10 Crafting the Brand Positioning
• Chapter 11 Dealing with Competition
• Part 5 Shaping The Market Offerings
• Chapter 12 Setting Product Strategy
• Chapter 13 Designing and Managing Services
• Chapter 14 Developing Pricing Strategies and Programs
• Part 6 Delivering Value
• Chapter 15 Designing and Managing Integrated Marketing Channels
• Chapter 16 Managing Retailing, Wholesaling, and Logistics
• Part 7 Communicating Value
• Chapter 17 Designing and Managing Integrated Marketing Communications
• Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
• Chapter 19 Managing Personal Communications: Direct and Interactive Marketing and Personal Selling
• Part 8 Creating Successful Long-Term Growth
• Chapter 20 Introducing New Market Offerings
• Chapter 21 Tapping into Global Markets
• Chapter 22 Managing a Holistic Marketing Organization