Test Bank for Global Marketing Management 6th Edition by Kotabe and Helsen ISBN 1118466489 9781118466483

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Product Details:

Language: English

ISBN-10 : 1118466489

ISBN-13 : 978-1118466483

ISBN-13 : 9781118466483

Author: Masaaki Mike Kotabe and Kristiaan Helsen

global marketing management 6th edition

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Table of Content:

I: Understanding Marketing Management

1.Defining Marketing for the New Realities

2.Developing and Implementing Marketing Strategies and Plans

3.Capturing Marketing Insights and Forecasting Demand

II: Connecting with Customers

4.Creating Long-term Loyalty Relationships

5. Analyzing Consumer and Business Markets

III: Building Strong Brands

6.Identifying Market Segments and Targets

7.Crafting the Brand Positioning

8.Creating Brand Equity and Driving Growth

IV: Shaping the Market Offerings

9. Setting Product Strategy and Introducing New Offerings

10. Designing and Managing Services

11. Developing Pricing Strategies and Programs

V: Delivering Value

12. Designing and Managing Integrated Marketing Channels

13. Managing Retailing, Wholesaling, and Logistics

VI: Communicating Value

14. Designing and Managing Integrated Marketing Communications

15. Managing Digital Communications

16. Managing Mass Communications

17. Managing Personal Communications

VII: Managing the Marketing Organization for Long-Term Success

18. Conducting Marketing Responsibly in the Global Economy

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