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Part I: Understanding Marketing ManagementChapter 1: Defining Marketing for the 21st CenturyChapter 2: Developing and Implementing Marketing Strategies and PlansChapter 3: Understanding Markets, Market Demand, and the Marketing Environment Part II: Connecting with CustomersChapter 4: Creating Customer Value, Satisfaction, and LoyaltyChapter 5: Analyzing Consumer Markets Chapter 6: Analyzing Business MarketsChapter 7: Identifying Market Segments and Targets Part III: Building Strong BrandsChapter 8: Creating Brand EquityChapter 9: Creating Positioning and Dealing with Competition Part IV: Shaping the Market OfferingsChapter 10: Setting Product Strategy and Marketing Through the Life CycleChapter 11: Designing and Managing ServicesChapter 12: Designing Pricing Strategies and Programs Part V: Delivering ValueChapter 13: Designing and Managing Value Networks and ChannelsChapter 14: Managing Retailing, Wholesaling, and Logistics Part VI: Communicating ValueChapter 15: Designing and Managing IMCChapter 16: Managing Mass CommunicationsChapter 17: Managing Personal Communications Part VII: Creating Successful Long-Term GrowthChapter 18: Managing Marketing in a Global Economy
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Produktdetaljer

ISBN
9780132303705
Publisert
2006-08-09
Utgave
3. utgave
Utgiver
Vendor
Pearson
Aldersnivå
05, U
Språk
Product language
Engelsk
Format
Product format
Lydfil
Antall sider
384