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Mã số:
Giá: Liên hệ
Đơn vị tính: Quyển
Author: Philip Kotler
Publisher: Pearson Education International
ISBN-10: 0130497150
Edition: 11International Ed
Published: 2003
Format: 768 pages
For MBA and undergraduate courses in Marketing Management.Professors and professionals tell us time and again that when it comes to today's complex marketing environment, no one in this field has stayed on top of the changes, been able to interpret, clarify, and put them into perspective like Philip Kotler. The Eleventh Edition of this #1 selling marketing management textbook features up-to-date coverage and hundreds of new cases, as well as an overall emphasis on these four themes: Customer Relationship Management, Technology/Internet Revolution, Brand Building, and Global Marketing. |
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Table of contents:
1. Defining Marketing for the 21st Century.
2. Adapting Marketing to the New Economy.
3. Building Customer Satisfaction, Value, and Retention.
4. Winning Markets through Market-Oriented Strategic Planning.
5. Gathering Information and Measuring Market Demand.
6. Scanning the Marketing Environment.
7. Analyzing Consumer Markets and Buyer Behavior.
8. Analyzing Business Markets and Business Buying Behavior.
9. Dealing with the Competition.
10. Identifying Market Segments and Selecting Target Markets.
11. Positioning and Differentiating the Market Offering through the Product Life Cycle.
12. Developing New Market Offerings.
13. Designing Global Market Offerings.
14. Setting the Product and Branding Strategy.
15. Designing and Managing Services.
16. Developing Price Strategies and Programs.
17. Designing and Managing Value Networks and Marketing Channels.
18. Managing Retailing, Wholesaling, and Market Logistics.
19. Managing Integrated Marketing Communications.
20. Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing.
21. Managing the Sales Force.
22. Managing the Total Marketing Effort. |
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Advertising and Promotion, 7e
Authors: George E. Belch
ISBN: 978007110589-7
©2007 | Seventh Edition | McGraw-Hill
Browser:
• Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
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