Marketing Management

Dawn Iacobucci (Autor)

Media-Kombination

256 Seiten

2009
South-Western
978-0-324-78443-5 (ISBN)

Titel ist leider vergriffen;
keine Neuauflage

Artikel merken

Suitable for teaching and learning marketing, this book focuses on the essential concepts and tools that are necessary to answer various Marketing Management questions.

Marketing Management, Student Edition focuses on the essential concepts and tools necessary to answer important Marketing Management questions. A concise visually compelling textbook with a suite of valuable online assets, Marketing Management, Student Edition is an effective new approach to teaching and learning Marketing Management.

Part I - MARKETING STRATEGY. 1. What is Marketing? 2. Marketing Segmentation. 3. Targeting. 4. Positioning. Part II - PRODUCT POSITIONING. 5. Products: Goods and Services. 6. Brands. 7. New Products. Part III - POSITIONING VIA PRICE, PLACE, AND PROMOTION. 8. Pricing. 9. Channels of Distribution and Business Marketing Networks and Logistics. 10. Integrated Marketing Communications: The Advertising Message. 11. Advertising Media and Integrated Marketing Communications. Part IV - POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS. 12. Customer Evaluations. 13. Marketing Research Tools. Part V - CAPSTONE. 14. Marketing Strategy. 15. Marketing Plans.

Erscheint lt. Verlag	1.4.2009
Zusatzinfo	col. Illustrations
Verlagsort	Mason, OH
Sprache	englisch
Maße	216 x 272 mm
Gewicht	749 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-324-78443-0 / 0324784430
ISBN-13	978-0-324-78443-5 / 9780324784435
Zustand	Neuware