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vls/2603nrwcece.visuallibrary.netvdMarketing managementKotler, PhilipautKeller, Kevin LaneasnBrady, MaireadasnGoodman, MalcolmasnHansen, TorbenasntextbookHarlow, England ; London ; New York ; Boston ; San Francisco ; Toronto ; Sydney [u.a.]Pearson201620163rd editionmonographicengxxxiv, 942 SeitenIllustrationenUnderstanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metricsPhilip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben HansenRevised edition of Marketing management, 2012Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications --HBZHT019271085978-1-292-09323-9HT019271085http://www.gbv.de/dms/zbw/847356477.pdf1383a0001000010/QBH 95-346630QBH9354(3)46631QBH9354(3)+246631QBH9354(3)+1Hag 4HAW-Hkt2 388:3AHag 4HAW-Hkt2 388:3BHag 4HAW-Hkt2 388:3CHag 4HAW-Hkt2 388:32017031620180227QBH9354(3)rda https://ce.visuallibrary.net//domainresource/static/graphics/connectors/viewerLogo.gif http://193.30.112.129:83/F/?func=find-c&ccl_term=ICS%3DQBH9354%283%29 https://ce.visuallibrary.net/id/873000 https://ce.visuallibrary.net/i3f/v20/873000/manifest https://ce.visuallibrary.net/proto_ftsearch/873000