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Stan

Książka wygląda jak nowa. Wewnątrz bez zaznaczeń.


O książce

Autorzy omawiają zintegrowaną komunikację marketingową, budowanie marki, podstawowe teorie zachowań konsumenckich. Tekst przeznaczony dla specjalistów w działach marketingu i pracowników działów obsługi klienta w agencjach reklamowych.




Spis treści

Pt. 1    The IMC foundation 2

1 Integrated marketing communications 2
2 Corporate image and brand management 28
3 Buyer behaviors 60
4 Promotions opportunity analysis 94

Pt. 2 IMC advertising tools 130

5 Advertising management 130
6 Advertising design : theoretical frameworks and types of appeals 162
7 Advertising design : message strategies and executional frameworks 196
8 Advertising media selection 230

Pt. 3 IMC promotional tools 274

9 Trade promotions 274
10 Consumer promotions 306
11 Personal selling, database marketing, and customer relationship management 336
12 Public relations, sponsorship programs, and regulations 370

Pt. 4 IMC integration tools 406

13 Internet marketing 406
14 IMC for small businesses and entrepreneurial ventures 436
15 Evaluating an integrated marketing program 458

Stan

Książka wygląda jak nowa. Bez zaznaczeń.

O książce

Jeden z najpopularniejszych amerykańskich podręczników do nauki marketingu. Klarowny język, managerska perspektywa i kompleksowe omówienie działań marketingowych firmy to największe atuty tej książki. Do książki dołączona jest płyta CD oraz zbiór artykułów nt marketingu z prasy biznesowej.

Spis treści

1. Marketing's Value to Consumers, Firms and Society
2. Marketing Strategy Planning
3. Focusing Marketing Strategy with Segmentation and Positioning
4. Evaluating Opportunities in the Changing Marketing Environment
5. Demographic Dimensions of Global Consumer Markets
6. Behavioral Dimensions of the Consumer Market
7. Business and Organizational Customer and Their Buying Behavior
8. Improving Decisions with Marketing Information
9. Elements of Product Planning for Goods and Services
10. Product Management and New- Product Development
11. Place and development of Channel Systems
12. Distribution Customer Service and Logistics
13. Retailers, Wholesalers, and Their Strategy Planning
14. Promotion- Introduction to Integrated Marketing Communications
15. Personal Selling
16. Advertising and Sales Promotion
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Implementing and Controlling Marketing Plans: Evolution and Revolution
20. Managing Marketing's Link with Other Functional Areas
21. Developing Innovative Marketing Plans
22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Appendices:
A. Economics Fundamentals
B. Marketing Arithmetic
C. Career Planning in Marketing 

Stan

Niewielkie ślady używania na okładce. Kilka zaznaczeń.

O książce

This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 43 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.

Spis treści

1. Foundations of Strategic Marketing Management.
Appendix A: A Sample Marketing Plan.

2. Financial Aspects of Marketing Management.
3. Marketing Decision Making and Case Analysis.
4. Opportunity Analysis, Market Segmentation, and Market Targeting.
Sorzal Distributors. Jones-Blair Company. eBay's Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay® Dips. South Delaware Coors, Inc.

5. Product and Service Strategy and Brand Management.
Dr. Pepper/Seven Up, Inc.: Squirt® Brand. Zoëcon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.

6. Integrated Marketing Communication Strategy and Management.
Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush® Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd.

7. Marketing Channel Strategy and Management.
Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc.

8. Pricing Strategy and Management.
Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger® Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry.

9. Marketing Strategy Reformulation: The ControlProcess.
Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok™ Splice. Macon Museum of Art.

10. Comprehensive Marketing Programs.
Nintendo--The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips™ Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India.

Appendix: Preparing a Written Case Analysis.

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Książka to spojrzenie na marketing z praktycznej perspektywy managerskiej. Autor ilustruje setkami przykładów główne decyzje podejmowane przez osoby odpowiedzialne za marketing w swoich organizacjach. Wydanie dziesiąte zwraca szczególną uwagę na relacje marketera z otoczeniem: klientami, partnerami biznesowymi itp. Książka polecana dla wszystkich zajmujących się marketingiem.

Spis treści

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.

1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
3. Marketing in the Digital Age: Making New Customer Connections.

II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.

4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer Markets and Consumer Buyer Behavior.
7. Business Markets and Business Buyer Behavior.
8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

III. DEVELOPING THE MARKETING MIX.

9. Product, Services, and Branding Strategies.
10. New-Product Development and Product Life-Cycle Strategies.
11. Pricing Considerations and Approaches.
12. Pricing Strategies.
13. Marketing Channels and Supply Chain Management.
14. Retailing and Wholesaling.
15. Integrated Marketing Communication Strategy.
16. Advertising, Sales Promotion, and Public Relations.
17. Personal Selling and Direct Marketing.

IV. MANAGING MARKETING.

18. Creating Competitive Advantage.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.

APPENDIXES.

1. Measuring and Forecasting Demand.
2. Marketing Arithmetic.
References.
Credits.
Glossary.
Index.

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.

The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.

For marketing professionals and ad agency account executives.

Spis treści

Pt. 1 The IMC foundation 2

1 Integrated marketing communications 2
2 Corporate image and brand management 28
3 Buyer behaviors 60
4 Promotions opportunity analysis 94

Pt. 2 IMC advertising tools 130

5 Advertising management 130
6 Advertising design : theoretical frameworks and types of appeals 162
7 Advertising design : message strategies and executional frameworks 196
8 Advertising media selection 230

Pt. 3 IMC promotional tools 274

9 Trade promotions 274
10 Consumer promotions 306
11 Personal selling, database marketing, and customer relationship management 336
12 Public relations, sponsorship programs, and regulations 370

Pt. 4 IMC integration tools 406

13 Internet marketing 406
14 IMC for small businesses and entrepreneurial ventures 436
15 Evaluating an integrated marketing program 458

Stan

Niewielkie ślady używania na okładce. Wewnątrz zaznacznenia na kilku stronach. Ten egzemplarz to tzw. economy edition.

O książce

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis to creativity and imagination in marketing management.

Spis treści

Part I. Understanding Marketing Management

Chapter 1--Defining Marketing for the 21st Century
Chapter 2--Developing Marketing Strategies & Plans

Part II. Capturing Marketing Insights

Chapter 3--Gathering Information & Scanning the Environment
Chapter 4--Conducting Marketing Research & Forecasting Demand

Part III. Connecting with Customers

Chapter 5--Creating Customer Value, Satisfaction, & Loyalty
Chapter 6--Analyzing Consumer Markets
Chapter 7--Analyzing Business Markets
Chapter 8--Identifying Market Segments & Targets

Part IV. Building Strong Brands

Chapter 9--Creating Brand Equity
Chapter 10--Crafting the Brand Positioning
Chapter 11--Dealing with Competition

Part V. Shaping the Market Offerings

Chapter 12--Setting Product Strategy
Chapter 13--Designing & Managing Services
Chapter 14--Developing Pricing Strategies & Programs

Part VI. Delivering Value

Chapter 15--Designing & Managing Value Networks & Channels
Chapter 16--Managing Retailing, Wholesaling & Logistics

Part VII. Communicating Value

Chapter 17--Designing & Managing Integrated Marketing Communications
Chapter 18--Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
Chapter 19--Managing Personal Communications: Direct Marketing & the Sales Force

Part VIII. Creating Long-Term Growth

Chapter 20--Introducing New Market Offerings
Chapter 21--Tapping into Global Markets
Chapter 22--Managing a Holistic Marketing Organization