A framework for marketing management / Philip Kotler, Kevin Lane Keller.
Material type: TextPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, [2009]Copyright date: ©2009Edition: Fourth editionDescription: xxii, 362 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 0136026605
- 9780136026600
- 658.8 22
- HF5415.13 .K636 2009
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 |
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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.
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