Marketing management:
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Harlow
Pearson
[2022]
|
| Edition: | Sixteenth edition; global edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 605 Seiten Illustrationen, Diagramme |
| ISBN: | 9781292404813 |
Staff View
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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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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | Sixteenth edition; global edition |
| format | Book |
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| illustrated | Illustrated |
| index_date | 2024-07-03T18:57:14Z |
| indexdate | 2025-02-20T06:44:49Z |
| institution | BVB |
| isbn | 9781292404813 |
| language | English |
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| physical | 605 Seiten Illustrationen, Diagramme |
| publishDate | 2022 |
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| publishDateSort | 2022 |
| 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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Indexes
THWS Schweinfurt Zentralbibliothek Lehrbuchsammlung
| Call Number: |
2030 QP 600 K87(16) |
|---|---|
| Copy 1 | ausleihbar für Studierende und Hausangehörige Available Place a Hold |
| Copy 2 | ausleihbar für Studierende und Hausangehörige Available Place a Hold |
| Copy 3 | ausleihbar für Studierende und Hausangehörige Available Place a Hold |
THWS Schweinfurt Zentralbibliothek Lesesaal
| Call Number: |
2000 QP 600 K87 M3(16) |
|---|---|
| Copy 1 | ausleihbar Available Place a Hold |