This popular and comprehensive book focuses on all aspects of planning, coordinating, and executing marketing strategy, including all the main terms and concepts associated with marketing management. Cases integrated throughout the text provide readers with opportunities to apply what they have learned by solving realistic marketing problems. Most of the cases and examples are global in scope.
Dies ist die 7. komplett überarbeitete und aktualisierte Auflage des beliebten Lehrbuchs "Marketing Management". Ausführlich werden hier alle Aspekte der Planung, Koordination und Durchführung einer erfolgreichen Marketingstrategie behandelt. Die wichtigsten Marketingkonzepte werden sehr verständlich und anhand anschaulicher Beispiele diskutiert. Das Thema Globalisierung wird - wie schon in der 6. Auflage - sehr ausführlich erörtert. Auch hierzu gibt es zahlreiche Beispiele, Verständnisfragen und Fallbeispiele. 39 Fallstudien - davon sind 26 neu hinzugekommen - zeigen dem Lernenden, wie er den Stoff in der heutigen Unternehmenswelt anwendet. Anhand der Fallstudien kann er seine Fähigkeiten zur Entscheidungsfindung und kritischen Auseinandersetzung mit realistischen Marketingproblemen weiterentwickeln.
All the Skills Students Need to Succeed in Today's Competitive Business World Completely updated and revised, the Seventh Edition focuses on all aspects of planning, coordinating and executing a successful marketing strategy. Covering the key marketing management concepts, this popular and comprehensive text shows students how to apply the material in today's business environment. And with the help of 39 case studies, they'll quickly develop the decision-making and critical-thinking skills needed to solve realistic marketing problems. New Features of the Seventh Edition
* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.
* The Internet is fully integrated with all marketing activities. The authors provide broad Internet coverage and many examples in the distribution, direct marketing, promotion, services marketing, and advertising chapters.
* New "Applying. to" and "Integrating. with" sections highlight topical marketing and business areas.
* 26 new case studies have been added that cover a wide range of products and organizations. Most of these cases focus on the global business environment..
* Internet coverage is integrated throughout the book.
* Globalization is thoroughly discussed and the concepts are reinforced through examples, questions, and cases.
* SPSS(r) Student Version for Windows 9.0 is available to accompany the text.
The Role of Marketing in Organizations and Society.
Marketing Strategy.
Customer Analysis.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Product Development and Testing.
Brand Management.
Services Marketing.
Pricing.
Selecting Distribution Channels.
Personal Selling and Sales Force Management.
Direct Marketing.
Designing Advertising Programs.
Sales Promotion and Public Relations.
International Marketing.
Marketing Planning.
Indexes.
Dies ist die 7. komplett überarbeitete und aktualisierte Auflage des beliebten Lehrbuchs "Marketing Management". Ausführlich werden hier alle Aspekte der Planung, Koordination und Durchführung einer erfolgreichen Marketingstrategie behandelt. Die wichtigsten Marketingkonzepte werden sehr verständlich und anhand anschaulicher Beispiele diskutiert. Das Thema Globalisierung wird - wie schon in der 6. Auflage - sehr ausführlich erörtert. Auch hierzu gibt es zahlreiche Beispiele, Verständnisfragen und Fallbeispiele. 39 Fallstudien - davon sind 26 neu hinzugekommen - zeigen dem Lernenden, wie er den Stoff in der heutigen Unternehmenswelt anwendet. Anhand der Fallstudien kann er seine Fähigkeiten zur Entscheidungsfindung und kritischen Auseinandersetzung mit realistischen Marketingproblemen weiterentwickeln.
All the Skills Students Need to Succeed in Today's Competitive Business World Completely updated and revised, the Seventh Edition focuses on all aspects of planning, coordinating and executing a successful marketing strategy. Covering the key marketing management concepts, this popular and comprehensive text shows students how to apply the material in today's business environment. And with the help of 39 case studies, they'll quickly develop the decision-making and critical-thinking skills needed to solve realistic marketing problems. New Features of the Seventh Edition
* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.
* The Internet is fully integrated with all marketing activities. The authors provide broad Internet coverage and many examples in the distribution, direct marketing, promotion, services marketing, and advertising chapters.
* New "Applying. to" and "Integrating. with" sections highlight topical marketing and business areas.
* 26 new case studies have been added that cover a wide range of products and organizations. Most of these cases focus on the global business environment..
* Internet coverage is integrated throughout the book.
* Globalization is thoroughly discussed and the concepts are reinforced through examples, questions, and cases.
* SPSS(r) Student Version for Windows 9.0 is available to accompany the text.
The Role of Marketing in Organizations and Society.
Marketing Strategy.
Customer Analysis.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Product Development and Testing.
Brand Management.
Services Marketing.
Pricing.
Selecting Distribution Channels.
Personal Selling and Sales Force Management.
Direct Marketing.
Designing Advertising Programs.
Sales Promotion and Public Relations.
International Marketing.
Marketing Planning.
Indexes.