Marketing Management(2版)

定價：~~1100~~ 元

NT $ 1,045

作者：Greg Marshall，Mark Johnston
出版社：華泰文化
出版日期：2015-01-13
語言：英文
ISBN10：1259094979
ISBN13：9781259094972
裝訂：平裝 / 504頁 / 普通級 / 單色印刷 / 2版

內容簡介

　　Marketing Management 2e consists of six major parts, reflective of the logical sequence of building blocks for the course: Part One - Helps students gain an understanding of the dynamics of the field and the importance of studying marketing to future success as a manager; Part Two - Focuses on effective management of information to better understand customers; Part Three - Presents a coherent and comprehensive drill; Part Four - Includes pricing decision making followed by an integrative approach to the multitude of modes at a manager's disposal today; Part Five - Encompasses communication and the rise of social media, including the array of new-age and traditional marketing communication vehicles available to managers; and Part Six - Presents the global marketplace issues and focuses on comprehensive approaches to selecting and executing marketing metrics for decision making.

作者介紹

作者簡介

Greg Marshall

　　現職：Rollins College

Mark Johnston

　　現職：Rollins College

PART I: DISCOVER MARKETING MANAGEMENT
Ch 1 Marketing in Today's Business Milieu
Ch 2 Elements of Marketing Strategy, Planning,and Competion

PART II: USE INFORMATION TO DRIVE MARKETING DECISIONS
Ch 3 Manage Marketing Information
Ch 4 Understand Business-to-Consumer Markets
Ch 5 Understand Business-to-Business Markets
Ch 6 Segmention, Target Marketing, Positioning,and CRM

PART III: DEVELOP THE VALUE OFFERING─THE PRODUCT EXPERIENCE
Ch 7 Product Strategy and New-Product Develpoment
Ch 8 Build the Brand
Ch 9 Service as the Core Offering

PART IV: PRICE AND DELIVER THE VALUE OFFERING
Ch10 Manage Pricing Decisions
Ch11 Manage Marketing Channels and Points of Customer Interface

PART V: COMMUNICATE THE VALUE OFFERING THROUGH THE ELEMENTS OF INTEGRATED MARKETING COMMUNICATIONS
Ch12 Promotional Strategy and New Media
Ch13 Advertising, Sales Promotion,and Public Relations
Ch14 Personal Selling and Direct Marketing

PART VI: BRING IT ALL TOGETHER─Global and Performance Dimensions
Ch15 Understand the Global Marketplace: Marketing without Borders
Ch16 The Marketing Dashboard: Metrics for Measuring Marketing Performance

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