Hans Boeve : Marketing Management


  • Understanding
  • Defining Marketing. Developing Marketing strategies and Plans.

  • Capturing Insights
  • Collecting Information and Forecasting Demand. Marketing Research.

  • Connecting with Customers
  • Long-Term Loyality Relationships. Analysing Markets. Business Markets. Global Markets.

  • Building Strong Brands
  • Market segments. Crafting the Brand Position. Brand Equity. Competition. Growth.

  • Creating Value
  • Product Strategy. Services. Offerings. Pricing.

  • Delivering Value
  • Marketing Channels. Retailing, Wholesaling and Logistics.

  • Communicating Value
  • Marketing Communications. Mass Communications. Digital communications. Personal Communications.

  • Longterm Success
  • Holistic Marketing.

    *Marketing Management; Gobal Edition; Philip Kotler, Kevin Lane Keller

    See also : Connected Marketing (Online Marketing)