Image from Coce

A framework for marketing management / Philip Kotler, Kevin Lane Keller.

By: Contributor(s): Material type: TextTextPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, [2009]Copyright date: ©2009Edition: Fourth editionDescription: xxii, 362 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0136026605
  • 9780136026600
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5415.13 .K636 2009
Contents:
Preface -- Pt. I. Understanding Marketing Management -- 1. Defining Marketing for the Twenty-First Century -- 2. Adapting Marketing to the New Economy -- 3. Building Customer Satisfaction, Value, and Retention -- Pt. II. Analyzing Marketing Opportunities -- 4. Winning Markets Through Strategic Planning, Implementation, and Control -- 5. Understanding Markets, Market Demand, and the Marketing Environment -- 6. Analyzing Consumer Markets and Buyer Behavior -- 7. Analyzing Business Markets and Buyer Behavior -- 8. Dealing with the Competition -- 9. Identifying Market Segments and Selecting Target Markets -- Pt. III. Making Marketing Decisions -- 10. Developing, Positioning, and Differentiating Products Through the Life Cycle -- 11. Setting Product and Brand Strategy -- 12. Designing and Managing Services -- 13. Designing Pricing Strategies and Programs -- Pt. IV. Managing and Delivering Marketing Programs -- 14. Designing and Managing Value Networks and Marketing Channels -- 15. Managing Retailing, Wholesaling, and Market Logistics -- 16. Designing and Managing Integrated Marketing Communications -- 17. Managing the Sales Force -- Glossary -- Index.
Tags from this library: No tags from this library for this title. Log in to add tags.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 KOT (Browse shelf(Opens below)) 1 Available A453854B

Includes bibliographical references and index.

Preface -- Pt. I. Understanding Marketing Management -- 1. Defining Marketing for the Twenty-First Century -- 2. Adapting Marketing to the New Economy -- 3. Building Customer Satisfaction, Value, and Retention -- Pt. II. Analyzing Marketing Opportunities -- 4. Winning Markets Through Strategic Planning, Implementation, and Control -- 5. Understanding Markets, Market Demand, and the Marketing Environment -- 6. Analyzing Consumer Markets and Buyer Behavior -- 7. Analyzing Business Markets and Buyer Behavior -- 8. Dealing with the Competition -- 9. Identifying Market Segments and Selecting Target Markets -- Pt. III. Making Marketing Decisions -- 10. Developing, Positioning, and Differentiating Products Through the Life Cycle -- 11. Setting Product and Brand Strategy -- 12. Designing and Managing Services -- 13. Designing Pricing Strategies and Programs -- Pt. IV. Managing and Delivering Marketing Programs -- 14. Designing and Managing Value Networks and Marketing Channels -- 15. Managing Retailing, Wholesaling, and Market Logistics -- 16. Designing and Managing Integrated Marketing Communications -- 17. Managing the Sales Force -- Glossary -- Index.

Machine converted from AACR2 source record.

There are no comments on this title.

to post a comment.

Powered by Koha