پروژه: کتاب مدیریت استراتژیک بازاریابی کاتلر (انگلیسی)

رشته تحصیلی: بازاریابی

مقطع: ارشد

تعداد صفحات: 384 صفحه

20000 تومان – خرید کتاب

 

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قسمت از محتویات کتاب

فهرست کتاب مدیریت استراتژیک بازاریابی کاتلر

TABLE OF CONTENTS

  • FOREWORD
  • PART ONE THE BIG PICTURE
  • Chapter 1 Marketing as a Business Discipline
  • Chapter 2 Marketing Strategy and Tactics
  • Chapter 3 The Marketing Plan
  • PART TWO MARKETING STRATEGY
  • Chapter 4 Identifying Target Customers: Segmentation and Targeting Analysis
  • Chapter 5 Creating Customer Value: Developing a Value Proposition and Positioning
  • Chapter 6 Creating Company Value: Managing Revenues, Costs, and Profits
  • Chapter 7 Creating Collaborator Value: Managing Business Markets
  • PART THREE MARKETING TACTICS
  • Chapter 8 Managing Products and Services
  • Chapter 9 Managing Brands
  • Chapter 10 Managing Price
  • Chapter 11 Managing Incentives
  • Chapter 12 Managing Communication
  • Chapter 13 Managing Distribution
  • PART FOUR MANAGING GROWTH
  • Chapter 14 Gaining and Defending Market Position
  • Chapter 15 Managing Sales Growth
  • Chapter 16 Managing New Offerings
  • Chapter 17 Managing Product Lines
  • PART FIVE STRATEGIC MARKETING WORKBOOKS
  • Chapter 18 Segmentation and Targeting Workbook
  • Chapter 19 The Business Model Workbook
  • Chapter 20 Positioning Statement Workbook

Marketing as the Growth Engine of an Organization

Growth is at the heart of any business, and managing growth is a primary function of any organization. Without a growth strategy, a company is destined to lose its market position and ultimately be engulfed by its competitors. To succeed, a company must grow its current markets and develop new ones. The business discipline that guides an organization’s
growth is marketing.

The role of marketing as a central function of an enterprise is captured in the memorable words of Peter Drucker: Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.

The relationship between marketing and innovation is symbiotic: Innovation enables marketing and marketing empowers innovation. Innovation enables marketing by identifying new ways to address customer needs and create market value. Marketing empowers innovation by shaping new technologies and inventions and aligning them with market needs.
Together, marketing and innovation empower growth.

Marketing is not just about growing existing markets; it is also about creating new ones. In the words of the founder of modern marketing theory, Philip Kotler: Good companies fulfill needs, great companies create new markets. Because its purpose is to create value, marketing is not only the power behind a company’s ability to gain and defend market position but also the engine that fuels the development of new markets.

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