Tài liệu Marketing Management Millenium Edition

His worldwide best-selling book, the contents of which is presented here in 719 slides, highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.


* This powerpoint show covers the following 22 chapters:

* DEFINING MARKETING FOR THE 21st CENTURY

* ADAPTING MARKETING TO THE NEW ECONOMY

* BUILDING CUSTOMER SATISFACTION, VALUE, AND RETENTION

* WINNING MARKETS THROUGH MARKET-ORIENTED STRATEGIC PLANNING

* GATHERING INFORMATION AND MEASURING MARKET DEMAND

* SCANNING THE MARKETING ENVIRONMENT

* ANALYSING CONSUMER MARKETS AND BUYER BEHAVIOUR

* ANALYSING BUSINESS MARKETS AND BUSINESS BUYING BEHAVIOUR

* DEALING WITH THE COMPETITION

* IDENTIFYING MARKET SEGMENTS AND SELECTING TARGET MARKETS

* POSITIONING AND DIFFERENTIATING MARKET THROUGH PRODUCT LIFE CYCLE

* DEVELOPING NEW MARKET OFFERINGS

* DESIGNING GLOBAL MARKET OFFERINGS

* SETTING THE PRODUCT AND BRANDING STRATEGY

* DESIGNING AND MANAGING SERVICES

* DEVELOPING PRICE STRATEGIES AND PROGRAMS

* DESIGNING AND MANAGING VALUE NETWORKS AND MARKETING CHANNELS

* MANAGING RETAILING, WHOLESALING AND MARKET LOGISTICS

* MANAGING INTEGRATED MARKETING COMMUNICATIONS

* MANAGING ADVERTISING, SALES PROMOTION, PUBLIC RELATIONS, AND DIRECT MARKETING

* MANAGING THE SALES FORCE

* MANAGING THE TOTAL MARKETING EFFORT

* A MUST HAVE PPS FOR EVERY EXECUTIVE