Marketing Management, 16th edition
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Overview
The world of marketing is changing every day and in order for you to have a competitive edge, you 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.
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, you'll be armed with the knowledge and tools to succeed in the new market environment around you.
Published by Pearson (September 30th 2021) - Copyright © 2022
ISBN-13: 9780137344161
Subject: Marketing
Category: Marketing Management & Strategy
Overview
PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT
- Defining Marketing for the New Realities
- Marketing Planning and Management
PART 2: UNDERSTANDING THE MARKET
- Analyzing Consumer Markets
- Analyzing Business Markets
- Conducting Marketing Research
PART 3: DEVELOPING A WINNING MARKETING STRATEGY
- Identifying Market Segments and Target Customers
- Crafting a Customer Value Proposition and Positioning
PART 4: DESIGNING VALUE
- Designing and Managing Products
- Designing and Managing Services
- Building Strong Brands
- Managing Pricing and Sales Promotions
PART 5: COMMUNICATING VALUE
- Managing Marketing Communications
- Designing an Integrated Marketing Campaign in the Digital Age
- Personal Selling and Direct Marketing
PART 6: DELIVERING VALUE
- Designing and Managing Distribution Channels
- Managing Retailing
PART 7: MANAGING GROWTH
- Driving Growth in Competitive Markets
- Developing New Market Offerings
- Building Customer Loyalty
- Tapping into Global Markets
- Socially Responsible Marketing
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