Kellogg on Marketing -

Kellog

Kellogg

2000

448 páginas

14h 56m

ISBN-11: 047135399x_

STRATEGY: THINKING ABOUT THE CUSTOMER AND MARKETPLACE - Segmentation and Targeting ; Brand Positioning ; Brand Design ; Creating and Managing Brands; Market-Driving Strategies - Toward a New Concept of Competitive Advantage ; Managing New Product Development for Strategic Competitive Advantage . INTELLIGENCE - LEARNING ABOUT THE CUSTOMER AND MARKETPLACE; Understanding Consumers ; Qualitative Inquiry in Marketing and Consumer Research ; Quantitative Marketing Research . IMPLEMENTATION - MANAGING THE MARKETPLACE - Advertising Strategy ; Market Channel Design and Management ; Pricing Strategies and Tactics ; Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles ; Services Marketing and Customer Service ; Managing Market Offerings in Business Markets ; The Successful Selling Organization ; Marketing in the Age of Information Democracy.