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ISBN
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9781292092621 (brošēts)
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1292092629 (brošēts)
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Autors
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 Kotler, Philip, 1931-
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Nosaukums
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Marketing management / Philip Kotler, Kevin Lane Keller.
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Izdevums
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15, Global edition.
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Iespiešanas ziņas
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Harlow : Pearson Education, 2016.
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Fiziskais rakst.
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714, A14, E58, G10, I36 lpp. : il. (arī krās.) ; 28 cm.
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Sērija
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( Always learning)
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Bibliogrāfija
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Ietver bibliogrāfiju un rādītājus.
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Saturs
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Saturs: 1. UNDERSTANDING MARKETING MANAGEMENT ; Defining marketing for the new realities -- Developing marketing strategies and plans -- 2. CAPTURING MARKETING INSIGHTS ; Collecting information and forecasting demand -- Conducting marketing research -- 3. CONNECTING WITH CUSTOMERS ; Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- 4. BUILDING STRONG BRANDS ; Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- 5. CREATING VALUE ; Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- 6. DELIVERING VALUE ; Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- 7. COMMUNICATING VALUE ; Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- Managing digital communications: online, social media, and mobile -- Managing personal communications: direct and database marketing and personal selling -- 8. CONDUCTING MARKETING RESPONSIBILITY FOR LONG-TERM SUCCESS ; Managing a holistic marketing organization for the long run.
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Papildapraksts
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Keller, Kevin Lane, 1956-
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Priekšmets
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Tirgvedības menedžments
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Priekšmets
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Marketing
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UDK
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658.8
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Monogr. ier. nr.
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000771164
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Visi eksemplāri
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Visi eksemplāri
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Eks. pa filiālēm
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LNB:Ekonom.& tiesību zin.las.
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Eks. pa filiālēm
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RJA:Juridiskā bibl.
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