รูปภาพสินค้า รหัส9780131982628
9780131982628
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ผู้เขียนChin Tiong Tan, Kevin Lane Keller, Siew Meng Leong, Swee Hoon Ang, Philip Kotler

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รายละเอียดหนังสือ
รหัสสินค้า: 9780131982628
จำนวน: 830 หน้า
ขนาดรูปเล่ม: 215 x 275 x 26 มม.
น้ำหนัก: 1715 กรัม
เนื้อในพิมพ์: คละสี 
ชนิดปก: ปกอ่อน 
ชนิดกระดาษ: -ไม่ระบุ 
หน่วย: เล่ม 
สำนักพิมพ์: PEARSON Prentice Hall 
พิมพ์ครั้งล่าสุด:ครั้งที่ 4 เดือน -- ปี 2006
:: เนื้อหาโดยสังเขป
- A new part on capturing marketing insights that includes the two research-oriented chapters, placed even earlier in the book (Chapters 3 and 4)
- A new section on creating long-term growth that brings together chapters on new products and new markets (global) as well as a revised concluding chapter, placed at the end of the book (Chapter 20-22)
- Chapter 16 and 17 are new aligned more definitely in terms of mass and personal communications.
- The marketing plan material has been upgraded and moved into Chapter 2 to help students gain concrete marketing skills. We have also created an appendix to Chapter 2 with an illustrative example of an actual company marketing plan and another appendix to the book itself with a series of marketing plan exercises.
- The new Marketing Plan appendix, at the end of the book, provides detailed information on how to develop a marketing plan and includes a series of exercises to help students develop a formal marketing plan using the hypothetical example of Sonic PDA.
- A Glossary containing all the key terms and definitions has been added at the end of the book.
:: สารบัญ
Part 1 Understanding Marketing Management
Part 2 Capturing Marketing Insights
Part 3 Connecting with Customers
Part 4 Building Strong Brands
Part 5 Shaping the Market Offerings
Part 6 Delivering value
Part 7 Communicating Value
Part 8 Creating Successful Long-Term Growth