Marketing management /
Emphasize the many aspects of marketing. Four key dimensions of holistic marketing are woven throughout the text: Internal marketing-ensuring everyone in the organization embraces appropriate marketing principles, especially senior management. Integrated marketing-ensuring that multiple means of cre...
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston :
Pearson,
[2016]
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| Edition: | 15 [edition]. |
| Subjects: |
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. Meeting Competition and Driving Growth
- Part 5. Creating Value. 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 Mass Communications : Advertising, Sales Promotions, Events and Experiences, and Public Relations ; 21. Managing Digital Communications : Online, Social Media and Mobile ; 22. Managing Personal Communications : Direct Marketing, Word of Mouth, and Personal Selling
- Part 8. Conducting Marketing Responsibly for Long-Term Success. 23. Managing the Marketing Organization
- Appendix: Sonic Marketing Plan and Exercises
- Glossary.