Marketing Management with MyMarketingLab : Global Edition
For undergraduate and graduate courses in marketing management. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The world of marketing is changing everydayÂ and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglabÂ Pearson's online tutorial and assessment platform.
- Mixed media product | 816 pages
- 214 x 274 x 28mm | 1,501.38g
- 10 May 2011
- Pearson Education Limited
- Harlow, United Kingdom
- 14th edition
- w. ill.
Table of contents
Part 1: Understanding Marketing ManagementChapter 1. Defining Marketing for the 21st CenturyChapter 2. Developing Marketing Strategies and PlansPart 2: Capturing Marketing InsightsChapter 3. Gathering Information and Scanning the EnvironmentChapter 4. Conducting Marketing Research and Forecasting on DemandPart 3: Connecting with CustomersChapter 5. Creating Long-term Loyalty RelationshipsChapter 6. Analyzing Consumer MarketsChapter 7. Analyzing Business MarketsChapter 8. Identifying Market Segments and TargetsPart 4: Building Strong BrandsChapter 9. Creating Brand EquityChapter 10. Crafting the Brand PositionChapter 11. Competitive DynamicsPart 5: Shaping the MarketChapter 12. Setting Product StrategyChapter 13. Designing and Managing ServicesChapter 14. Developing Pricing Strategies and ProgramsPart 6: Delivering ValueChapter 15. Designing and Managing Integrated Marketing Chapter 16. Managing Retailing, Wholesaling, and LogisticsPart 7: Communicating ValueChapter 17. Designing and Managing Integrated Marketing CommunicationsChapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public RelationsChapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal SellingPart 8: Creating Successful Long-Term GrowthChapter 20. Introducing New Marketing OfferingsChapter 21. Tapping into Global MarketsChapter 22. Managing a Holistic Marketing Organization