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MARKETING MANAGEMENT FIRST EUROPEAN EDITIONKOTLER P. KELLER K. BRADY M. GOODMAN M. HANSEN T.wydawnictwo: PEARSON EDUCATION, 2009, wydanie Icena netto: The American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students. Contents PART 1 UNDERSTANDING MARKETING MANAGEMENT Chapter 1 Defining Marketing : The European Context Chapter 2 Understanding Marketing Management 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 the Competition PART 3 CONNECTING WITH CUSTOMERS Chapter 10 Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies Chapter 11 Creating Customer Value, Satisfaction and Loyalty PART 4 BUILDING STRONG BRANDS Chapter 12 Creating and Managing Brand Equity Chapter 13 Devising a Contemporary Branding Strategy 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 Supply Networks Chapter 18 Managing Service Process and the Customer Interface PART 7 COMMUNICATING VALUE Chapter 19 Designing and Managing Marketing Communications Chapter 20 Managing Global and Personal Communications PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL Chapter 21 Implementing Marketing Management Chapter 22 Managing Marketing Metrics 928 pages, Hardback
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