Marketing management /
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
New Jersey :
Prentice Hall,
c2000.
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| Edición: | Millennium edition. |
| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
Tabla de Contenidos:
- Part I. Understanding marketing management. 1. Marketing in the twenty-firts century. 2. Building customer satisfaction, value, and retention. 3. Winning markets: market-oriented strategic planning. Part II. Analyzing marketing opportunities. 4. Gathering information and measuring market demand. 5. Scanning the marketing enviroment. 6. Analyzing consumer markets and buyer behavior. 8. Dealing with the competition. 9. Identifying market segments and selecting target markets. Part III. Developing marketing strategies. 10. Positioning the market offering through the product life cycle. 11. Developing new market offering. 12. Designing pricing global market offering. Part IV. Making marketing decisions. 13. Managing produt lines and brands. 14. Designing and managing services. 15. Designing pricing strategies and programs. Part V. Managing and delivering marketing programs. 16. Managing marketing channels. 17. Managing retailing, wholesaling, and market logistics. 18. Managing integrated marketing communications. 19. Managing advertising, sales promotion, and public relations. 20. Managing the sales force. 21. Managing direct and on-line marketing. 22. Managing the total marketing effort.