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成為賈伯斯:天才巨星的挫敗與孕成
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Marketing Management(GE)(16版)

Marketing

沒有庫存
訂購需時10-14天
9781292404813
Philip Kotler,Kevin Lane Keller,Alexander Chernev
華泰文化
2022年1月24日
500.00  元
HK$ 500  






ISBN:9781292404813
  • 叢書系列:行銷管理
  • 規格:平裝 / 605頁 / 21.5 x 27.5 x 2 cm / 普通級 / 全彩印刷 / 16版
  • 出版地:台灣
    行銷管理


  • 專業/教科書/政府出版品 > 管理類 > 行銷 > 行銷管理











      The world of marketing is changing every day — and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, students will be armed with the knowledge and tools to succeed in the new market environment around them.


     





    PART I: FUNDAMENTALS OF MARKETING MANAGEMENT

    Ch 1 Defining Marketing for The New Realities

    Ch 2 Marketing Planning And Management



    PART II: UNDERSTANDING THE MARKET

    Ch 3 Analyzing Consumer Markets

    Ch 4 Analyzing Business Markets

    Ch 5 Conducting Marketing Research



    PART III: DEVELOPING A VIABLE MARKET STRATEGY

    Ch 6 Identifying Market Segments And Target Customers

    Ch 7 Crafting A Customer Value Proposition And Positioning



    PART IV: DESIGNING VALUE

    Ch 8 Designing And Managing Products

    Ch 9 Designing And Managing Services

    Ch10 Building Strong Brands

    Ch11 Managing Pricing And Sales Promotions



    PART V: COMMUNICATING VALUE

    Ch12 Managing Marketing Communications

    Ch13 Designing An Integrated Marketing Campaign in The Digital Age

    Ch14 Personal Selling And Direct Marketing



    PART VI: DELIVERING VALUE

    Ch15 Designing and Managing Distribution Channels

    Ch16 Managing Retailing



    PART VII: MANAGING GROWTH

    Ch17 Driving Growth in Competitive Markets

    Ch18 Developing New Market Offerings

    Ch19 Building Customer Loyalty

    Ch20 Tapping into Global Markets

    Ch21 Socially Responsible Marketing




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