« Ekonomia i zarządzanie, prawo
Marketing Management Eleventh edition P. Kotler
Cena: 58,43 zł
Pearson 2003, str. ok 719 stan db+/bdb- (pieczatki pobiblioteczne wycofana)
ISBN 0-256-10509-x
Język angielski
This worldwide best-selling book, the contents of which is presented here in 719 slides, 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.
This powerpoint show covers the following 22 chapters:
DEFINING MARKETING FOR THE 21st CENTURY
ADAPTING MARKETING TO THE NEW ECONOMY
BUILDING CUSTOMER SATISFACTION, VALUE, AND RETENTION
WINNING MARKETS THROUGH MARKET-ORIENTED STRATEGIC PLANNING
GATHERING INFORMATION AND MEASURING MARKET DEMAND
SCANNING THE MARKETING ENVIRONMENT
ANALYSING CONSUMER MARKETS AND BUYER BEHAVIOUR
ANALYSING BUSINESS MARKETS AND BUSINESS BUYING BEHAVIOUR
DEALING WITH THE COMPETITION
IDENTIFYING MARKET SEGMENTS AND SELECTING TARGET MARKETS
POSITIONING AND DIFFERENTIATING MARKET THROUGH PRODUCT LIFE CYCLE
DEVELOPING NEW MARKET OFFERINGS
DESIGNING GLOBAL MARKET OFFERINGS
SETTING THE PRODUCT AND BRANDING STRATEGY
DESIGNING AND MANAGING SERVICES
DEVELOPING PRICE 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
ISBN 0-256-10509-x
Język angielski
This worldwide best-selling book, the contents of which is presented here in 719 slides, 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.
This powerpoint show covers the following 22 chapters:
DEFINING MARKETING FOR THE 21st CENTURY
ADAPTING MARKETING TO THE NEW ECONOMY
BUILDING CUSTOMER SATISFACTION, VALUE, AND RETENTION
WINNING MARKETS THROUGH MARKET-ORIENTED STRATEGIC PLANNING
GATHERING INFORMATION AND MEASURING MARKET DEMAND
SCANNING THE MARKETING ENVIRONMENT
ANALYSING CONSUMER MARKETS AND BUYER BEHAVIOUR
ANALYSING BUSINESS MARKETS AND BUSINESS BUYING BEHAVIOUR
DEALING WITH THE COMPETITION
IDENTIFYING MARKET SEGMENTS AND SELECTING TARGET MARKETS
POSITIONING AND DIFFERENTIATING MARKET THROUGH PRODUCT LIFE CYCLE
DEVELOPING NEW MARKET OFFERINGS
DESIGNING GLOBAL MARKET OFFERINGS
SETTING THE PRODUCT AND BRANDING STRATEGY
DESIGNING AND MANAGING SERVICES
DEVELOPING PRICE 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
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