Ebook Manajemen Pemasaran Philip Kotler Definition

With content shaped to reflect the world`s fastest burgeoning economy, this is one textbook the marketing student seeking to understand China cannot do without This adaptation provides hard-to-find and well-researched China cases that offer insights into the local marketing situation. This edition, adapted by Professor Lu Tai Hong of Zhongshan University, takes a journey into a truly Chinese vista of marketing management. Marketing Management in China, 1st Edition, brings the landmark work of marketing gurus Philip Kotler and Kevin Lane Keller to China.

Table of Contents - Part 1 - Understanding Marketing Management - Chapter 1 - Defining Marketing for the 21st Century Chapter 2 - Developing Marketing Strategies and Plans Part 2 - Capturing Marketing Insights Chapter 3 - Gathering Information and Scanning the Environment Chapter 4 - Conducting Marketing Research and Forecasting Demand Part 3 - Connecting With Customers - Chapter 5 - Creating Customer Value, Satisfaction, and Loyalty Chapter 6 - Analyzing Consumer Markets Chapter 7 - Analyzing Business Markets Chapter 8 - Identifying Market Segments and Targets Part 4 - Building Strong Brands Chapter 9 - Creating Brand Equity Chapter 10 - Crafting the Brand Positioning Chapter 11 - Dealing with Competition Part 5 - Shaping The Market Offerings Chapter 12 - Setting Product Strategy Chapter 13 - Designing and Managing Services Chapter 14 - Developing Pricing Strategies and Programs Part 6 - D elivering Value Chapter 15 - Designing and Managing Integrated Marketing Channels Chapter 16 - Managing Retailing, Wholesaling, and Logistics Part 7 - Communicating Value Chapter 17 - Designing and Managing Integrated Marketing Communications Chapter 18 - Managing Mass Communications Advertising, Sales Promotions, Events, and Public Relations Chapter 19 - Managing Personal Communications - Direct and Interactive Marketing and Personal Selling Part 8 - Creating Successfull Long-Term Growth Chapter 20 - Introducing New Market Offerings Chapter 21 - Tapping into Global Markets Chapter 22 - Managing a Holistic Marketing Organization.

Ebook Manajemen Pemasaran Philip Kotler Definition