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Marketing Management, Global Edition (ISBN: 9781292092621)

Marketing Management, Global Edition (ISBN: 9781292092621)
Pre-Order ( est 3 to 4 weeks )
Marketing Management, Global Edition (ISBN: 9781292092621)

Features

  • For undergraduate and graduate courses in marketing management.
  • The gold standard for today's marketing management
  • Emphasize the many aspects of marketing



Table of Contents

Part 1. Understanding Marketing Management

1. Defining Marketing for the New Realities

2. Developing Marketing Strategies and Plans

 

Part 2. Capturing Marketing Insights

3. Collecting Information and Forecasting Demand

4. Conducting Marketing Research

 

Part 3. Connecting with Customers

5. Creating Long-term Loyalty Relationships

6. Analyzing Consumer Markets

7. Analyzing Business Markets

8. Tapping into Global Markets

 

Part 4. Building Strong Brands

9. Identifying Market Segments and Targets

10. Crafting the Brand Positioning

11. Creating Brand Equity

12. Addressing Competition and Driving Growth

 

Part 5. Shaping the Market Offerings

13. Setting Product Strategy

14. Designing and Managing Services

15. Introducing New Market Offerings

16. Developing Pricing Strategies and Programs

 

Part 6. Delivering Value

17. Designing and Managing Integrated Marketing Channels

18. Managing Retailing, Wholesaling, and Logistics

 

Part 7. Communicating Value

19. Designing and Managing Integrated Marketing Communications

20. Managing Digital Communications: Online, Social Media and Mobile Marketing

21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling

 

Part 8. Managing the Marketing Organization

23. Managing a Holistic Marketing Organization for the Long Run

 

Type
Textbook
RM100.00
Ex Tax: RM100.00
  • Stock: Pre-Order ( est 3 to 4 weeks )
  • Model: 9781292092621
  • Weight: 1.93kg
  • Dimensions: 32.40cm x 23.70cm x 6.00cm
  • ISBN: 9781292092621

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