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A framework for marketing management /

por Kotler, Philip [autor].
Tipo de material: materialTypeLabelLibroNúmero de ubicación: 658.8 K848Editor: Editor: England Pearson Education 2016Edición: 6th. Ed.Descripción: 1 recurso en línea (352 páginas): ilustraciones.Tipo de contenido: texto Tipo de medio: computador Tipo de soporte / portador: recurso en lineaISBN: 9781292093147; 9781292093154.Materia(s): Marketing | Planificación de mercado | Administración de mercadeo | Análisis del entorno | Relaciones con el cliente. CRMRecursos en línea: Acceso al texto completo desde eBooks 7-24, Dando clic aquí
Contenidos:
Introduction to Marketing Management - Marketing Strategies and Plans - Marketing Research and Analysis - Connecting with Customers - Building Long-Term Customer Relationships - Buying Dynamics of Consumers and Businesses - Strategic Brand Management - Target Marketing - Competitive and Effective Brand Positioning - Branding and Core Business Growth - Value Creation - Product Mix and New Offerings - Analyzing and Marketing Services - Concepts and Tools for Strategic Pricing - Value Delivery - Developing and Managing Strategic and Integrated Marketing Channels - Managing Retailing, Wholesaling, and Logistics - Value Communication - Designing and Managing Integrated Marketing Communications - Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications: Online, Social Media, and Mobile - Managing Personal Communications: Direct and Database Marketing and Personal Selling - Managing the Marketing Organization for Long-Term Success - Responsible Marketing in a Global Environment
Revisión: The sixth edition of A Framework for Marketing Management is a concise paperback adapted from Philip Kotler and Kevin Lane Keller’s fifteenth edition of Marketing Management. Its streamlined approach will appeal to those who want an authoritative account of current marketing management practices and theory plus a text that is short enough to allow the incorporation of outside cases, simulations, and projects. Like previous editions, the sixth edition of A Framework for Marketing Management is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the marketplace of the twenty-first century.
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Incluye índice

Introduction to Marketing Management - Marketing Strategies and Plans - Marketing Research and Analysis - Connecting with Customers - Building Long-Term Customer Relationships - Buying Dynamics of Consumers and Businesses - Strategic Brand Management - Target Marketing - Competitive and Effective Brand Positioning - Branding and Core Business Growth - Value Creation - Product Mix and New Offerings - Analyzing and Marketing Services - Concepts and Tools for Strategic Pricing - Value Delivery - Developing and Managing Strategic and Integrated Marketing Channels - Managing Retailing, Wholesaling, and Logistics - Value Communication - Designing and Managing Integrated Marketing Communications - Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations - Managing Digital Communications: Online, Social Media, and Mobile - Managing Personal Communications: Direct and Database Marketing and Personal Selling - Managing the Marketing Organization for Long-Term Success - Responsible Marketing in a Global Environment

Acceso en línea, autorizado para usuarios eBooks 7-24

The sixth edition of A Framework for Marketing Management is a concise paperback adapted from Philip Kotler and Kevin Lane Keller’s fifteenth edition of Marketing Management. Its streamlined approach will appeal to those who want an authoritative account of current marketing management practices and theory plus a text that is short enough to allow the incorporation of outside cases, simulations, and projects. Like previous editions, the sixth edition of A Framework for Marketing Management is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the marketplace of the twenty-first century.


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