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Contents. Preface. Part 1 Understanding Marketing Management. Chapter 1 Defining Marketing for the New Realities. Chapter 2 Developing Marketing Strategies and Plans. Chapter 3 Creating Long-Term Loyalty Relationships. Part 2 Capturing Marketing Insights. Chapter 4 Collecting Information and Forecasting Demand.
The definition suggests that the primary elements of marketing include understanding and meeting the needs of consumers. Doing so requires attention to six major areas:
explain the meaning, definition and scope of marketing management; analyze and explain different concepts or philosophies of marketing management; identify key elements of marketing; explain the history and evolution of marketing as a management discipline; and. explain the functions of marketers.
20 sie 2020 · This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning. Includes bibliographical references and index.
This text includes all of the major learning objectives covered in an introduction to marketing class. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling, and overview of a marketing plan.
8 wrz 2022 · In this overview of the theory and practice of marketing, each chapter is written to a common template and reading style, and uses international case material to reinforce learning, with a longer case study in each major section. Includes bibliographical references (pages 627-645) and index.
The second part discusses in more depth the management of marketing activities in firms and the nature and role of market and customer orientation. 2.1 Meanings, Myths, and Misunderstandings:
