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Ebook Marketing management (15th edition) - Philip Kotler, Kevin lane Keller
Ebook "Marketing management (15th edition)" is a landmark entry in the long successful history of the market leader. With the 15th edition, great care was taken to provide an introductory guide to marketing management that truly reflects the modern realities of marketing. In doing so, classic concepts, guidelines, and examples were retained while new ones were added as appropriate. Three broad forces—globalization, technology, and social...
834 p dhktna 27/08/2023 19 0
Từ khóa: Marketing management, Marketing management (15th edition), Philip Kotler, Kevin lane Keller, Capturing marketing insights. Building strong brands, Communicating value, Integrated marketing communications
Ebook Advertising, promotion, and other aspects of integrated marketing communications (7th ed): Part 1 includes the following contents: Integrated marketing communications: processes, brand equity, and the marcom environment; the fundamental marcom decisions: targeting, positioning, objective setting, and budgeting; marcom for new products, store signage, and point-of-purchase communications.
260 p dhktna 02/06/2023 8 0
Từ khóa: Integrated marketing communications, Advertising management, Marcom targeting, Marcom positioning, Analyzing advertising media, Marketing communications
Ebook Advertising, promotion, and other aspects of integrated marketing communications (7th ed): Part 2 includes the following chapters: Chapter 9: overview of advertising management: messages, media, and measurement; chapter 10: creating effective and creative advertising messages; chapter 11: selecting message appeals and picking endorsers; chapter 12: assessing ad message effectiveness; chapter 13: planning for and analyzing advertising...
394 p dhktna 02/06/2023 11 0
Từ khóa: Integrated marketing communications, Advertising management, Analyzing advertising media, Creative advertising messages, Traditional advertising media, Consumer-oriented promotions
Part 1 of ebook "Travel marketing, tourism economics and the airline product: An introduction to theory and practice" presents the following content: an introduction to travel marketing; the tourism industry - an overview; understanding customer needs and wants; the marketing environment; market segmentation, targeting and positioning; integrated marketing communications; tourism distribution channels; strategic planning and the marketing...
151 p dhktna 27/01/2023 17 0
Từ khóa: Travel marketing tourism economics and the airline product, Travel marketing, Tourism economics, The tourism industry, The marketing environment, Market segmentation, Integrated marketing communications
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