Marketing management / Philip Kotler, Kevin Lane Keller
Material type: Text2012Edition: 14th edDescription: xxii, 657, [127] pages : color illustrations ; 29 cmContent type:- text
- unmediated
- volume
- 9780132102926
- 0132102927
- 658.8 22
- HF5415.13 .K64 2012
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Books | Centeral Library First floor - Management | 658.8 K.P.M 2012 (Browse shelf(Opens below)) | Available | 19654 | ||
Books | Centeral Library First floor - Management | 658.8 K.P.M 2012 (Browse shelf(Opens below)) | Available | 19655 | ||
Books | Centeral Library First floor - Management | 658.8 K.P.M 2012 (Browse shelf(Opens below)) | Available | 19757 | ||
Books | Centeral Library First floor - Management | 658.8 K.P.M 2012 (Browse shelf(Opens below)) | 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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