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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. 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. .
Incorporating the latest industry thinking and developments, this
exploration of brands, brand equity, and strategic brand management
combines a comprehensive theoretical foundation with numerous
techniques and practical insights for making better day-to-day and
long-term brand decisions -- and thus improving the long-term
profitability of specific brand strategies. Finely focused on
"how-to" and "why" throughout, it provides specific tactical
guidelines for planning, building, measuring, and managing brand
equity. It includes numerous examples on virtually every topic and
over 75 Branding Briefs that identify successful and unsuccessful
brands and explain why they have been so. Case studies will
familiarize readers with the real-life stories of Levi's Dockers,
Intel Corporation, Nivea, Nike, and Starbucks.
For graduate and undergraduate courses in marketing management. A
Succinct Guide to 21st Century Marketing Management Framework for
Marketing Management is a concise, streamlined version of Kotler
and Keller's 15th Edition of Marketing Management, a comprehensive
look at marketing strategy. The book's efficient coverage of
current marketing management practices makes for a short yet
thorough text that provides the perfect supplement for incorporated
simulations, projects, and cases. The 6th Edition approaches the
topic of marketing from a current standpoint, focusing its
information and strategy on the realities of 21st century
marketing. Individuals, groups, and companies alike can modernize
their marketing strategies to comply with 21st century standards by
engaging in this succinct yet comprehensive text.
Start thinking like a marketer with the gold-standard text for
today's Marketing Management. Marketing Management, 16th edition by
Kotler, Keller, and Chernev, is the latest version of this landmark
text, offering an extensive analysis of the latest theories and
practices in the marketing environment. Ideal for undergraduates
and graduates who want to follow a career in the field, the book
introduces you to the Marketing Manager's way of thinking, focusing
on the role, issues, and decisions that Managers face in alignment
with company needs and objectives. The text's reader-friendly
content provides balanced coverage and a clear structure that will
guide you through the necessary steps to build, execute and manage
successful marketing campaigns and compelling brands. The latest
edition uses a multidisciplinary approach, providing in-depth
knowledge and broader understanding of the essential marketing
principles and core concepts. It will challenge your critical
thinking and analytical skills with universal practical
applications, covering a wider spectrum of products, services, and
marketing strategies. A range of examples includes Wegmans,
Starbucks, and Uniqlo, bringing first-hand experience regarding how
a successful marketing strategy works in large-scale organisations.
Reflecting recent changes and developments in the field, the book
aims to provide an in-depth understanding of the best marketing
practices and arm you with the knowledge and tools necessary for a
successful future career in the field. Pearson MyLab (R) Marketing
is not included. Students, if Pearson MyLab Marketing is a
recommended/mandatory component of the course, please ask- your
instructor for the correct ISBN. MyLab Marketing should only be
purchased when required by an instructor. Instructors, contact your
Pearson representative for more information.
Strengthen your understanding of the principles of marketing
management with this bestselling text. Marketing Management, 4th
edition, European Edition, by Philip Kotler, Kevin Lane Keller,
Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by
many as the authoritative text on the subject. The textbook covers
a wide range of concepts and issues, accurately reflecting the
fast-moving pace of modern marketing. Combining traditional
marketing with new concepts, the text maintains accessibility,
theoretical rigour, and managerial relevance. Now in its 4th
edition, Marketing Management remains current with fresh learning
features including: New examples from across the world. The
inclusion of European academic thought in the text. A focus on the
digital challenges for marketers. The importance of creative
thinking and its contribution to marketing practice. Case studies
throughout to consolidate understanding. A key text for both
undergraduate and postgraduate programmes, this edition will
provide you with all the tools you need to be successful in your
course.
For courses in brand management. Create profitable brand strategies
by building, measuring, and managing brand equity Strategic Brand
Management: Building, Measuring, and Managing Brand Equity looks at
branding from the perspective of the consumer, and provides a
framework that identifies, defines, and measures brand equity.
Using insight from both academics and industry practitioners, the
text draws on illustrative examples and case studies of brands
marketed in the US and all over the world. New co-author and
award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller
on this exciting, new 5th Edition. This edition also features a
greater focus on digital branding, so students are aware of the
exciting new opportunities and daunting challenges brands must face
in connecting with today's consumers. Free instructor resources
PowerPoint slides for Strategic Brand Management To access
instructor resources you need to visit our global site here. The
downloadable materials available on this website are provided
solely for the use of instructors in teaching their courses and
assessing student learning. Before you access any instructor
resources you will be prompted to login to the Pearson Instructor
Resource Centre.
013503955X / 9780135039557 Framework for Marketing Management Value
Package (includes Interpretive Simulations Access Group B) Package
consists of 0136026605 / 9780136026600 Framework for Marketing
Management, A 0136075126 / 9780136075127 Interpretive Simulations
Access Code Card Group B
0135042852 / 9780135042854 Marketing Management Value Package
(includes Marketing Plan Handbookd Pro Premier Marketing Plan)
Package consists of: 0135136288 / 9780135136287 Marketing Plan
Handbook, The, and Pro Premier Marketing Plan Package 0136009980 /
9780136009986 Marketing Management
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