DDC
| 658.8 |
Nhan đề
| Marketing management / Philip Kotler, Kevin Lane Keller, Delphine Manceau, Aurélie Hemonnet-Goujot |
Lần xuất bản
| 16th ed. |
Thông tin xuất bản
| Harlow, England : Pearson Education Limited, 2022 |
Mô tả vật lý
| xx, 801 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
| 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
| Kotler, Philip |
Tác giả(bs) CN
| Manceau, Delphine |
Địa chỉ
| 100TK_Tài liệu môn học-MH516017(1): 000140933 |
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082 | 04|a658.8|bMAR |
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245 | 10|aMarketing management / |cPhilip Kotler, Kevin Lane Keller, Delphine Manceau, Aurélie Hemonnet-Goujot |
---|
250 | |a16th ed. |
---|
260 | |aHarlow, England : |bPearson Education Limited,|c2022 |
---|
300 | |axx, 801 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 |
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650 | 00|aInternet marketing |
---|
650 | 00|aConsumer behavior |
---|
650 | 10|aMarketing|xManagement |
---|
653 | 0 |aTiếp thị |
---|
653 | 0 |aHành vi khách hàng |
---|
653 | 0 |aKhảo sát thị trường |
---|
690 | |aKhoa tiếng Pháp |
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691 | |aTruyền thông doanh nghiệp |
---|
692 | |aTruyền thông tiếp thị |
---|
692 | |aXây dựng và quản trị thương hiệu |
---|
692 | |aNguyên lý marketing |
---|
693 | |aTài liệu tham khảo |
---|
700 | 1 |aKeller, Kevin Lane |
---|
700 | 1 |aKotler, Philip |
---|
700 | 1 |aManceau, Delphine |
---|
852 | |a100|bTK_Tài liệu môn học-MH|c516017|j(1): 000140933 |
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856 | 1|uhttp://lib.hanu.vn/kiposdata1/bookcover/tailieumonhoc/000140933thumbimage.jpg |
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890 | |a1|b0|c0|d0 |
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Vị trí |
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Phân loại |
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Tình trạng |
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1
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000140933
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TK_Tài liệu môn học-MH
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MH TTDN
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658.8 MAR
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