9780131457577

Marketing Management

by ;
  • ISBN13:

    9780131457577

  • ISBN10:

    0131457578

  • Edition: 12th
  • Format: Hardcover
  • Copyright: 1/1/2009
  • Publisher: Prentice Hall
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Summary

This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

Author Biography

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.

Table of Contents

Marketing in the Twenty-First Century
Adapting Marketing to the New Economy (NEW)
Building Customer Satisfaction, Value, and Retention
Winning Markets: Market-Oriented Strategic Planning
Gathering Information and Measuring Market Demand
Scanning the Marketing Environment
Analyzing Consumer Markets and Buyer Behaviour
Analyzing Business Markets and Buyer Behaviour
Dealing with the Competition
Identifying Market Segments and Selecting Target Markets
Positioning and Differentiating the Market Offering Through the Product Life Cycle
Developing New Market Offerings
Designing Global Market Offerings
Setting the Product and Branding Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
Designing and Managing Value Networks and Marketing Channels
Managing Retailing, Wholesaling, and Market Logistics
Managing Integrated Marketing Communications
Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing
Managing the Sales Force
Managing the Total Marketing Effort
Table of Contents provided by Publisher. All Rights Reserved.

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