xxii, 692 pages, 118 variously numbered pages : color illustrations ; 29 cm
文字
text
無媒介
unmediated
成冊
volume
附註
Includes bibliographical references and index
Part 1. Understanding Marketing Management -- 1. Defining Marketing for the New Realities -- 2. Developing Marketing Strategies and Plans -- Part 2. Capturing Marketing Insights -- 3. Collecting Information and Forecasting Demand -- 4. Conducting Marketing Research -- Part 3. Connecting with Customers -- 5. Creating Long-term Loyalty Relationships -- 6. Analyzing Consumer Markets -- 7. Analyzing Business Markets -- 8. Tapping into Global Markets -- Part 4. Building Strong Brands -- 9. Identifying Market Segments and Targets -- 10. Crafting the Brand Positioning -- 11. Creating Brand Equity -- 12. Meeting Competition and Driving Growth -- Part 5. Shaping the Market Offerings -- 13. Setting Product Strategy -- 14. Designing and Managing Services -- 15. Introducing New Market Offerings -- 16. Developing Pricing Strategies and Programs -- Part 6. Delivering Value -- 17. Designing and Managing Integrated Marketing Channels -- 18. Managing Retailing, Wholesaling, and Logistics -- Part 7. Communicating Value -- 19. Designing and Managing Integrated Marketing Communications -- 20. Managing Digital Communications: Online, Social Media and Mobile Marketing -- 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations -- 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization -- 23. Conducting Marketing Responsibly for Long-Term Success.
Emphasize the many aspects of marketing. Four key dimensions of holistic marketing are woven throughout the text: Internal marketing--ensuring everyone in the organization embraces appropriate marketing principles, especially senior management. Integrated marketing--ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way. Relationship marketing--having rich, multifaceted relationships with customers, channel members, and other marketing partners. Performance marketing--understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.
