This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application.
Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include:
In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.
Inhaltsverzeichnis
Chapter 1: An Overview of Marketing. - Chapter 2: Marketing Planning. - Chapter 3: Understanding the Market Environment and the Competition. - Chapter 4: Understanding the Buyer. - Chapter 5: Marketing Research and Information. - Chapter 6: Estimating the Market Demand. - Chapter 7: Market Segmentation, Positioning, and Branding. - Chapter 8: Product and Service Decisions. - Chapter 9: New Products. - Chapter 10: Pricing Decisions. - Chapter 11: Distribution and Supply Chain Management. - Chapter 12: Designing Effective Promotion and Advertising Strategies. - Chapter 13: Direct Marketing, Sales Promotion, and Public Relations. - Chapter 14: Selling and Sales Management. - Chapter 15: The Future of Marketing. - Case 1: Yo Man, It s Yao Ming. - Case 2: BMW Marketing Innovation. - Case 3: It Is Not on the Shelf! Is It? How Marketing Myopia Occurs. - Case 4: Citibank N. A. in Japan. - Case 5: Gap Inc. - Case 6: The Value-Breeding Bond Network of Hawthorn: A Relationship Marketing Context in a Business-to-Business Setting. - Case 7: Marketing and the Environment: Tuna versus Dolphins. - Case 8: The Embryonic Phase of Spectrum Color. - Case 9: Implications of the Ancient Business Concepts for Contemporary Markets: Background and a Case Example. - Case 10: Will Natural Diamonds Remain Forever. - Case 11: Does Mattel Sell Dolls or Dreams. - Case 12: The Changing Global Context: A Philosophical Approach to Deal with the Embryonic Market Environment. - Glossary. - Company Index. - Name Index. - Subject Index.
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