TRA CỨU
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
Khoa Tiếng Pháp
Chuyên ngành Truyền thông doanh nghiệp
Môn học Truyền thông tiếp thị
Môn học Xây dựng và quản trị thương hiệu
Môn học Nguyên lý marketing
Tác giả(bs) CN Keller, Kevin Lane
Tác giả(bs) CN Manceau, Delphine
Địa chỉ 100TK_Tài liệu môn học-MH516017(1): 000140075
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044 |aenk
08204|a658.8|bKOT
1001 |aKotler, Philip
24510|aMarketing management / |cPhilip Kotler, Kevin Lane Keller, Alexander Chernev.
250 |a16th ed.; Global edition
260 |aHarlow, England : |bPearson Education Limited,|c2022
300 |a605 p. : |bcolor ill. ; |c28 cm.
520 |aThe 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
65000|aInternet marketing
65000|aConsumer behavior
65010|aMarketing|xManagement
6530 |aTiếp thị
6530 |aHành vi khách hàng
6530 |aKhảo sát thị trường
690 |aTiếng Pháp
691 |aTruyền thông doanh nghiệp
692 |aTruyền thông tiếp thị
692 |aXây dựng và quản trị thương hiệu
692 |aNguyên lý marketing
693 |aGiáo trình
7001 |aKeller, Kevin Lane
7001 |aManceau, Delphine
852|a100|bTK_Tài liệu môn học-MH|c516017|j(1): 000140075
8561|uhttp://lib.hanu.vn/kiposdata1/bookcover/tailieumonhoc/000140075thumbimage.jpg
890|a1|b0|c0|d0
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