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Marketing management

Marketing management

 Kotler, Philip
 Pearson Education Limited, 2022 ISBN: 9781292404813
 16th ed.; Global edition Harlow, England : 605 p. : color ill. ; 28 cm. English
Internet marketingConsumer behaviorMarketingTiếp thịHành vi khách hàngKhảo sát thị trườngTiếng Pháp
Mô tả biểu ghi
ID:69133
DDC 658.8
Tác giả CN Kotler, Philip
Nhan đề Marketing management / Philip Kotler, Kevin Lane Keller, Alexander Chernev.
Lần xuất bản 16th ed.; Global edition
Thông tin xuất bản Harlow, England : Pearson Education Limited,2022
Mô tả vật lý 605 p. : color ill. ; 28 cm.
Tóm tắt The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text. Much has changed since the 15th edition was published. Ongoing globalization; the increasing role of corporate social responsibility; advances in technology, e-commerce, and digital communication; the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence have disrupted many industries and have opened doors to new business models. Responding to these changes, the 16th edition was redesigned from the ground up to provide managers with the tools necessary to succeed in the new market environment. The 16th edition builds on the fundamental strengths of past editions that distinguish Marketing Management from all other marketing management texts: - Managerial orientation. The book focuses on the major decisions that marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. - Analytical approach. The text presents conceptual tools and frameworks for analyzing recurring problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices. - Multidisciplinary perspective. Marketing Management draws on the rich findings of various scientific disciplines-such as economics, behavioral science, and management theory-for fundamental concepts and tools that are directly applicable to marketing challenges. - Universal applications. The book applies strategic thinking to the complete spectrum of marketing: products, services, persons, places, information, ideas, and causes; consumer and business markets; profit and nonprofit organizations; domestic and foreign companies; small and large firms; manufacturing and intermediary businesses; and low- and high-tech industries. - Comprehensive and balanced coverage. Marketing Management covers the topics a manager must understand in order to design and execute a successful marketing campaign
Thuật ngữ chủ đề Internet marketing
Thuật ngữ chủ đề Consumer behavior
Thuật ngữ chủ đề Marketing-Management
Từ khóa tự do Tiếp thị
Từ khóa tự do Hành vi khách hàng
Từ khóa tự do Khảo sát thị trường
Môn học Tiếng Pháp
Tác giả(bs) CN Keller, Kevin Lane
Tác giả(bs) CN Manceau, Delphine
Địa chỉ 100TK_Tài liệu môn học-MH516017(1): 000140075
Tệp tin điện tử http://lib.hanu.vn/kiposdata1/bookcover/tailieumonhoc/000140075thumbimage.jpg
MARC
Hiển thị đầy đủ trường & trường con
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100[1 ] |a Kotler, Philip
245[1 0] |a Marketing management / |c Philip Kotler, Kevin Lane Keller, Alexander Chernev.
250[ ] |a 16th ed.; Global edition
260[ ] |a Harlow, England : |b Pearson Education Limited, |c 2022
300[ ] |a 605 p. : |b color ill. ; |c 28 cm.
520[ ] |a The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text. Much has changed since the 15th edition was published. Ongoing globalization; the increasing role of corporate social responsibility; advances in technology, e-commerce, and digital communication; the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence have disrupted many industries and have opened doors to new business models. Responding to these changes, the 16th edition was redesigned from the ground up to provide managers with the tools necessary to succeed in the new market environment. The 16th edition builds on the fundamental strengths of past editions that distinguish Marketing Management from all other marketing management texts: - Managerial orientation. The book focuses on the major decisions that marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. - Analytical approach. The text presents conceptual tools and frameworks for analyzing recurring problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices. - Multidisciplinary perspective. Marketing Management draws on the rich findings of various scientific disciplines-such as economics, behavioral science, and management theory-for fundamental concepts and tools that are directly applicable to marketing challenges. - Universal applications. The book applies strategic thinking to the complete spectrum of marketing: products, services, persons, places, information, ideas, and causes; consumer and business markets; profit and nonprofit organizations; domestic and foreign companies; small and large firms; manufacturing and intermediary businesses; and low- and high-tech industries. - Comprehensive and balanced coverage. Marketing Management covers the topics a manager must understand in order to design and execute a successful marketing campaign
650[0 0] |a Internet marketing
650[0 0] |a Consumer behavior
650[1 0] |a Marketing |x Management
653[0 ] |a Tiếp thị
653[0 ] |a Hành vi khách hàng
653[0 ] |a Khảo sát thị trường
690[ ] |a Tiếng Pháp
691[ ] |a Truyền thông doanh nghiệp
692[ ] |a Truyền thông tiếp thị
692[ ] |a Xây dựng và quản trị thương hiệu
692[ ] |a Nguyên lý marketing
693[ ] |a Giáo trình
700[1 ] |a Keller, Kevin Lane
700[1 ] |a Manceau, Delphine
852[ ] |a 100 |b TK_Tài liệu môn học-MH |c 516017 |j (1): 000140075
856[1 ] |u http://lib.hanu.vn/kiposdata1/bookcover/tailieumonhoc/000140075thumbimage.jpg
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#1 000140075
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