35986841_10216840653711318_1105697261150535680_n

Marketing management / Philip Kotler, Kevin Lane Keller

By: Kotler, Philip
Contributor(s): Keller, Kevin Lane, 1956-
Material type: TextText 2012Edition: 14th edDescription: xxii, 657, [127] pages : color illustrations ; 29 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780132102926; 0132102927Subject(s): Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13 | .K64 2012
Contents:
Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary
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Item type Current location Call number Status Date due Barcode
Books Books Centeral Library
First floor - Management
658.8 K.P.M 2012 (Browse shelf) Available 19654
Books Books Centeral Library
First floor - Management
658.8 K.P.M 2012 (Browse shelf) Available 19655
Books Books Centeral Library
First floor - Management
658.8 K.P.M 2012 (Browse shelf) Available 19757
Books Books Centeral Library
First floor - Management
658.8 K.P.M 2012 (Browse shelf) Available 19653

Includes bibliographical references and index

Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary

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