发帖
雷达卡
Textbook:
Marketing Management, 16th edition
Author(s): Philip Kotler, Kevin Keller, Alexander Chernev
Description:
PART 1
Fundamentals of Marketing Management 28
chapter 1
Defining Marketing for the New Realities 28
chapter 2
Marketing Planning and Management 54
PART 2
Understanding the Market 78
chapter 3
Analyzing Consumer Markets 78
chapter 4
Analyzing Business Markets 104
chapter 5
Conducting Marketing Research 124
PART 3
Developing a Viable Market Strategy 144
chapter 6
Identifying Market Segments and Target Customers 144
chapter 7
Crafting a Customer Value Proposition and Positioning 166
PART 4
Designing Value 186
chapter 8
Designing and Managing Products 186
chapter 9
Designing and Managing Services 208
chapter 10
Building Strong Brands 234
chapter 11
Managing Pricing and Sales Promotions 264
PART 5
Communicating Value 288
chapter 12
Managing Marketing Communications 288
chapter 13 Designing an Integrated Marketing Campaign in the Digital Age 308
chapter 14 Personal Selling and Direct Marketing 330
PART 6
Delivering Value 348
chapter 15 Designing and Managing Distribution Channels 348
chapter 16 Managing Retailing 372
PART 7
Managing Growth 398
chapter 17
Driving Growth in Competitive Markets 398
chapter 18
chapter 19
chapter 20
chapter 21
Developing New Market Offerings 422
Building Customer Loyalty 444
Tapping into Global Markets 468
Socially Responsible Marketing 490
Marketing Management (2021).part1.rar
(90 MB, 需要: RMB 19 元)
Marketing Management (2021).part2.rar
(13.43 MB)
京公网安备 11010802022788号
