MyLab Marketing with Pearson eText Instant Access for Marketing Management, Global Edition （17TH）

予約

MyLab Marketing with Pearson eText Instant Access for Marketing Management, Global Edition （17TH）

Kotler, Philip/ Keller, Kevin/ Chernev, Alexander

Pearson Education Limited（2025/08発売）

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言語 ENG
商品コード 9781292737171

PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT

Defining Marketing for the New Realities
Marketing Planning and Management

PART 2: UNDERSTANDING THE MARKET

Analyzing Consumer Markets
Analyzing Business Markets
Conducting Marketing Research

PART 3: DEVELOPING A VIABLE MARKET STRATEGY

Identifying Market Segments and Target Customers
Crafting a Customer Value Proposition and Positioning

PART 4: DESIGNING VALUE

Designing and Managing Products
Designing and Managing Services
Building Strong Brands
Managing Pricing and Sales Promotions

PART 5: COMMUNICATING VALUE

Managing Marketing Communications
Designing an Integrated Marketing Campaign in the Digital Age
Personal Selling and Direct Marketing

PART 6: DELIVERING VALUE

Designing and Managing Distribution Channels
Managing Retailing

PART 7: MANAGING GROWTH

Driving Growth in Competitive Markets
Developing New Market Offerings
Building Customer Loyalty
Tapping into Global Markets
Environmental, Social, and Governance Issues in Marketing