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Ebook details:
عنوان: Marketing Management (9781292093239) Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen
نویسنده: Books
ناشر: English
زبان: 9781292093239
شابک: 978-1292093239, 1292093234
حجم: 29 Mb
فرمت: True Pdf

Cover; Title Page; Copyright Page; About the authors; Brief contents; Contents; Preface; Acknowledgements; Publisherâ#x80;#x99;s acknowledgements; Part 1 Understanding marketing management; Chapter 1 Introduction to marketing; The value of marketing; Making marketing central; The scope of marketing; What is marketing?; Marketing during challenging economic times; Marketingâ#x80;#x99;s role in creating demand; The new European marketing realities; Technology; Globalisation; Social responsibility; A dramatically changed marketplace; Changing channels; Exploring the range of business philosophies The production philosophyThe product philosophy; The selling philosophy; The marketing philosophy; The holistic marketing philosophy; Overview of marketing management; Chapter 2 Understanding marketing management within a global context; What is management?; The process of management; Why is management difficult?; What is marketing management?; The core marketing management skills; Managing across the organisation; Managing networks, relationships and interactions; Managing innovation and change; Understanding global marketing management; Deciding whether to go abroad Deciding how to enter the marketDeciding which markets to enter; Deciding on standardised or adapted marketing; Managing in developing markets; Chapter 3 Developing marketing strategies and plans; Marketing and customer-perceived value; Business environment paradigm change; The value delivery process; The value chain; Core competencies; A holistic marketing orientation and customer-perceived value; The central role of corporate strategic planning; Corporate and divisional strategic planning; Defining the corporate mission; Relationship between missions and visions Organisation and organisational cultureDefining the business; Assigning resources to each strategic business unit; Building the corporate business portfolio â#x80;#x93; assessing growth opportunities; Guidelines for concentric diversification; Guidelines for horizontal diversification; Guidelines for conglomerate diversification; Business unit strategic planning; The business mission; SWOT analysis; Critique of conventional SWOT analysis; Goal formulation; Strategic formulation; Programme formulation and implementation; Feedback and control; The nature and content of a marketing plan Of the marketing planSample marketing plan: â#x82;¬uromart; Introduction; Chapter 4 Managing digital technology in marketing; Digital technologies in marketing; Understanding digital marketing; The range of technologies in marketing; Informational and interaction perspectives; Managing digital technologies; Selection of digital technologies; Supporting the adoption of digital technologies; Exploitation of digital technologies; Uniting marketing and IT staff; Understanding the digital customer: web, social and mobile; The web; Understanding social networking; Mobile and smartphones

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