Verfügbarkeit: Marketing management

Marketing management:

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Bibliographische Detailangaben
Hauptverfasser:	Kotler, Philip 1931- (VerfasserIn), Keller, Kevin Lane 1956- (VerfasserIn), Chernev, Alexander (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Harlow Pearson [2022]
Ausgabe:	Sixteenth edition; global edition
Schlagworte:	Marketing Marketing / Management Marketing > Management Marketingmanagement Marketing-Mix Marktanalyse Marktforschung Management Lehrbuch
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	605 Seiten Illustrationen, Diagramme
ISBN:	9781292404813

Internformat

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Datensatz im Suchindex

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adam_text	Brief Contents Preface PART 1 chapter 1 chapter 2 PART 2 chapter З chapter 4 chapter 5 PART 3 chapter 6 chapter 7 PART 4 chapter 8 chapter 9 chapter 10 chapter 11 PART 5 chapter 12 chapter 13 chapter 14 PART 6 chapter 15 chapter 16 13 Fundamentals of Marketing Management 28 Defining Marketing for the New Realities 28 Marketing Planning and Management 54 Understanding the Market 78 Analyzing Consumer Markets 78 Analyzing Business Markets 104 Conducting Marketing Research 124 Developing a Viable Market Strategy 144 Identifying Market Segments and Target Customers 144 Crafting a Customer Value Proposition and Positioning 166 Designing Value 186 Designing and Managing Products 186 Designing and Managing Services 208 Building Strong Brands 234 Managing Pricing and Sales Promotions 264 Communicating Value 288 Managing Marketing Communications 288 Designing an Integrated Marketing Campaign in the Digital Age Personal Selling and Direct Marketing 330 Delivering Value 308 348 Designing and Managing Distribution Channels Managing Retailing 372 348 Managing Growth 398 17 Driving Growth in Competitive Markets 398 18 Developing New Market Offerings 422 19 Building Customer Loyalty 444 20 Tapping into Global Markets 468 21 Socially Responsible Marketing 490 PART 7 chapter chapter chapter chapter chapter Endnotes Glossary 513 575 Name Index 583 Company, Brand, and Organization Index Subject Index 585 595 5
adam_txt	Brief Contents Preface PART 1 chapter 1 chapter 2 PART 2 chapter З chapter 4 chapter 5 PART 3 chapter 6 chapter 7 PART 4 chapter 8 chapter 9 chapter 10 chapter 11 PART 5 chapter 12 chapter 13 chapter 14 PART 6 chapter 15 chapter 16 13 Fundamentals of Marketing Management 28 Defining Marketing for the New Realities 28 Marketing Planning and Management 54 Understanding the Market 78 Analyzing Consumer Markets 78 Analyzing Business Markets 104 Conducting Marketing Research 124 Developing a Viable Market Strategy 144 Identifying Market Segments and Target Customers 144 Crafting a Customer Value Proposition and Positioning 166 Designing Value 186 Designing and Managing Products 186 Designing and Managing Services 208 Building Strong Brands 234 Managing Pricing and Sales Promotions 264 Communicating Value 288 Managing Marketing Communications 288 Designing an Integrated Marketing Campaign in the Digital Age Personal Selling and Direct Marketing 330 Delivering Value 308 348 Designing and Managing Distribution Channels Managing Retailing 372 348 Managing Growth 398 17 Driving Growth in Competitive Markets 398 18 Developing New Market Offerings 422 19 Building Customer Loyalty 444 20 Tapping into Global Markets 468 21 Socially Responsible Marketing 490 PART 7 chapter chapter chapter chapter chapter Endnotes Glossary 513 575 Name Index 583 Company, Brand, and Organization Index Subject Index 585 595 5
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author	Kotler, Philip 1931- Keller, Kevin Lane 1956- Chernev, Alexander
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
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edition	Sixteenth edition; global edition
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index_date	2024-07-03T18:57:14Z
indexdate	2024-08-01T11:32:10Z
institution	BVB
isbn	9781292404813
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-033074253
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owner	DE-355 DE-BY-UBR DE-N2 DE-2070s DE-1050 DE-862 DE-BY-FWS DE-898 DE-BY-UBR DE-573 DE-1049 DE-11 DE-1102 DE-M347 DE-1028
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physical	605 Seiten Illustrationen, Diagramme
publishDate	2022
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publisher	Pearson
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spellingShingle	Kotler, Philip 1931- Keller, Kevin Lane 1956- Chernev, Alexander Marketing management Marketing Marketing / Management Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Marketing-Mix (DE-588)4168908-2 gnd Marktanalyse (DE-588)4037624-2 gnd Marktforschung (DE-588)4037630-8 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd
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title	Marketing management
title_auth	Marketing management
title_exact_search	Marketing management
title_exact_search_txtP	Marketing management
title_full	Marketing management Philip Kotler (Northwestern University) ; Kevin Lane Keller (Dartmouth College) ; Alexander Chernev (Northwestern University)
title_fullStr	Marketing management Philip Kotler (Northwestern University) ; Kevin Lane Keller (Dartmouth College) ; Alexander Chernev (Northwestern University)
title_full_unstemmed	Marketing management Philip Kotler (Northwestern University) ; Kevin Lane Keller (Dartmouth College) ; Alexander Chernev (Northwestern University)
title_short	Marketing management
title_sort	marketing management
topic	Marketing Marketing / Management Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Marketing-Mix (DE-588)4168908-2 gnd Marktanalyse (DE-588)4037624-2 gnd Marktforschung (DE-588)4037630-8 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Marketing Marketing / Management Marketing Management Marketingmanagement Marketing-Mix Marktanalyse Marktforschung Management Lehrbuch
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work_keys_str_mv	AT kotlerphilip marketingmanagement AT kellerkevinlane marketingmanagement AT chernevalexander marketingmanagement

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