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Zarządzanie marketingowe dr Kotler, Philip: używane–
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Parametry przedmiotu
- Stan
- Book Title
- Marketing Management
- Publication Date
- 1999-07-19
- Edition Number
- 10
- Pages
- 784
- ISBN
- 9780130122179
- Subject Area
- Business & Economics
- Publication Name
- Marketing Management : Millennium Edition
- Publisher
- Prentice Hall PTR
- Item Length
- 10.3 in
- Subject
- Marketing / General
- Publication Year
- 1999
- Series
- Prentice-Hall International Series in Marketing Ser.
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Item Height
- 1.4 in
- Item Weight
- 55.4 Oz
- Item Width
- 8.3 in
- Number of Pages
- 784 Pages
O tym produkcie
Product Identifiers
Publisher
Prentice Hall PTR
ISBN-10
0130122173
ISBN-13
9780130122179
eBay Product ID (ePID)
463556
Product Key Features
Number of Pages
784 Pages
Language
English
Publication Name
Marketing Management : Millennium Edition
Subject
Marketing / General
Publication Year
1999
Type
Textbook
Subject Area
Business & Economics
Series
Prentice-Hall International Series in Marketing Ser.
Format
Hardcover
Dimensions
Item Height
1.4 in
Item Weight
55.4 Oz
Item Length
10.3 in
Item Width
8.3 in
Additional Product Features
Edition Number
10
Intended Audience
College Audience
LCCN
98-052099
Dewey Edition
21
Illustrated
Yes
Dewey Decimal
658.8
Table Of Content
Each chapter concludes with a Summary, Applications, and Notes.I. UNDERSTANDING MARKETING MANAGEMENT. 1. Marketing in the Twenty-first Century. Marketing Tasks. Marketing Concepts and Tools. Company Orientations Toward the Marketplace. How Business and Marketing are Changing. 2. Building Customer Satisfaction, Value, and Retention. Defining Customer Value and Satisfaction. The Nature of High- Performance Businesses. Delivering Customer Value and Satisfaction. Attracting and Retaining Customers. Customer Profitability: The Ultimate Test. Implementing Total Quality Management. 3. Winning Markets: Market-Oriented Strategic Planning. Corporate and Division Strategic Planning. Business Strategic Planning. The Marketing Process. Product Planning: The Nature and Contents of a Marketing Plan. Marketing Planning for the 21st Century. II. ANALYZING MARKETING OPPORTUNITIES. 4. Gathering Information and Measuring Market Demand. The Components of a Modern Marketing Information System. Internal Records System. Marketing Intelligence System. Marketing Research System. Marketing Decision Support System. An Overview of Forecasting and Demand Measurement. 5. Scanning the Marketing Environment. Analyzing Needs and Trends in the Macroenvironment. Identifying and Responding to the Major Macroenvironment Forces. 6. Analyzing Consumer Markets and Buyer Behavior. A Model of Consumer Behavior. The Major Factors Influencing Buyer Behavior. The Buying Decision Process. The Stages of the Buying Decision Process. 7. Analyzing Business Markets and Business Buying Behavior. What is Organizational Buying? Participants in the Business Buying Process. The Purchasing-Procurement Process. Institutional and Government Markets. 8. Dealing with the Competition. Identifying Competitors. Analyzing Competitors. Designing the Competitive Intelligence System. Designing Competitive Strategies. Balancing Customer and Competitor Orientations. 9. Identifying Market Segments and Selecting Target Markets. Levels and Patterns of Market Segmentation. Segmenting Consumer and Business Markets. Market Targeting. III. DEVELOPING MARKETING STRATEGIES. 10. Positioning the Market Offering through the Product Life Cycle. How to Differentiate. Differentiation Tools. Developing and Communicating a Positioning Strategy. Product Life Cycle Marketing Strategies. Market Evolution. 11. Developing New Products. Challenges in New Product Development. Effective Organizational Arrangements. Managing the Development Process: Ideas. Managing the Development Process: Concept to Strategy. Managing the Development Process: Development to Commercialization. The Consumer-Adoption Process. 12. Designing Global Market Offerings. Deciding Whether to go Abroad. Deciding Which Markets to Enter. Deciding How to Enter the Market. Deciding on the Marketing Program. Deciding on the Marketing Organization. IV. MAKING MARKETING DECISIONS. 13. Managing Product Lines and Brands. The Product and the Product Mix. Product-Line Decisions. Brand Decisions. Packaging and Labeling. 14. Designing and Managing Services. The Nature of Services. Marketing Strategies for Service Firms. Managing Product Support Services. 15. Designing Pricing Strategies and Programs. Setting the Price. Adapting the Price. Initiating and Responding to Price Changes. V. MANAGING AND DELIVERING MARKETING PROGRAMS. 16. Managing Marketing Channels. What Work is Performed by Marketing Channels? Channel-Design Decisions. Channel-Management Decisions. Channel Dynamics. 17. Managing Retailing, Wholesaling,
Synopsis
This text covering marketing management takes an analytical and management orientated approach. The tenth edition contains coverage of how the World Wide Web and e-commerce are altering the marketing landscape, and sections on marketing in the 21st century., For undergraduate/graduate courses in Marketing Management. This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.
LC Classification Number
HF5415.13.K64 1999
Opis przedmiotu podany przez sprzedawcę
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