Marketing Management
� Second European Edition
   
 
Författare:Kotler Philip , Keller Kevin , Brady Mairead , Goodman Malcolm , Hansen Torben
Titel:Marketing Management � Second European Edition
Upplaga:2 uppl.
Utgivningsår:2012
Omfång:1064 sid.
Förlag:Pearson Education
ISBN:9780273743613
Produkttyp:Inbunden
Ämnesord:Marknadsföring , Ekonomi

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This book contains all the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.

Features:
• A European focus and illustrations drawn from European companies.
• Uses both the expanded 7P and the 6C marketing mix.
• Explores marketing management challenges in greater depth.
• Coverage of digital technologies from databases to social networking, showing how these have revolutionised all elements of marketing and branding in a digital age.
• A whole chapter on exploring European marketing metrics.
• A focus on the increasing use of creative marketing techniques and innovation.
• A selection of topic templates (to practice drawing up marketing plans for example) are also included.
• A set of European videos, case studies and exercises are featured to help readers bridge the gap between knowledge and practice, helping to achieve know-how.
• A Testbank specifically written to accompany the book.
New To This Edition:
• Expanded coverage of marketing in a recession, marketing metrics and digital marketing integrated throughout the book.
• Updated and new case studies from the likes of IKEA, Apple and Real Madrid
• Improved online resources including a new testbank.

Table of Contents:
PART 1 UNDERSTANDING MARKETING MANAGEMENT
Chapter 1 Introduction to Marketing
Chapter 2 Understanding Marketing Management Within a Global Context
Chapter 3 Developing Marketing Strategies and Plans
Chapter 4 Managing Digital Technology in Marketing
PART 2 CAPTURING MARKETING INSIGHTS
Chapter 5 The Changing Marketing Environment and Information Management
Chapter 6 Managing Market Research and Forecasting
Chapter 7 Analysing Consumer Markets
Chapter 8 Analysing Business Markets
Chapter 9 Dealing with Competition
PART 3 CONNECTING WITH CUSTOMERS
Chapter 10 Seeking and Developing Target Marketing Differentiation Strategies
Chapter 11 Creating Customer Value, Satisfaction and Loyalty
PART 4 BUILDING STRONG BRANDS
Chapter 12 Creating and Managing Brands and Brand Equity
Chapter 13 Digital and Global Brand Management Strategies
PART 5 SHAPING THE MARKET OFFERING
Chapter 14 Designing, Developing and Managing Market Offerings
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing and Managing Pricing Strategies
PART 6 DELIVERING VALUE
Chapter 17 Designing and Managing Integrated Marketing Channels and Global Value Networks
Chapter 18 Managing Process, People and Physical Evidence at the Consumer Interface
PART 7 COMMUNICATING VALUE
Chapter 19 Designing and Managing Marketing Communications
Chapter 20 Managing Mass and Personal Communications
PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL
Chapter 21 Implementing Marketing Management
Chapter 22 Managing Marketing Metrics

This second European edition continues to provide the theoretical framework of the classic Marketing Managementtext, but is supplemented and updated with seminal contributions from Europe and a large number of cases have been skilfully selected to make European students feel at home.'
Professor Evert Gummesson, Stockholm University School of Business, Sweden.
The classic Marketing Management is an undisputed global best-seller – a bible of Marketing. This second European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book - and adds:
A structure designed specifically to fit the way the course is taught in Europe. Fresh European examples which make students feel at home. The inclusion of the work of prominent European academics. An additional free online chapter concerning 'Marketing Future Challenges'. An accompanying website for students that matches the US book for variety and quality in terms of video cases, testing materials and quality, but is built specifically for this European edition.This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.
A key text for both undergraduate and postgraduate marketing programmes.
 
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