Marketing Management : Global Edition 14E

 

ผู้เขียน Philip Kotler,Kevin Lane Keller

 

 

Marketing Management : Global Edition 14E

 

 

เนื้อหาโดยสังเขป

For undergraduate and graduate courses in marketing management. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. The world of marketing is changing everyday and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. 

 

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab Pearson's online tutorial and assessment platform.

สารบัญ

Part 1 Understanding Marketing Management

Part 2 Capturing Marketing Insights

Part 3 Connecting with Customers

Part 4 Building Strong Brands

Part 5 Shaping the Market Offerings

Part 6 Delivering Value

Part 7 Communicating Value

Part 8 Creating Successful Long-term Growth