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

By: Contributor(s): Material type: TextTextPublisher: Harlow, England : Pearson Education, [2012]Copyright date: ©2012Edition: Fifth edition, International editionDescription: 358 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0273752510
  • 9780273752516
Subject(s): DDC classification:
  • 658.8 22
Contents:
Part I. Understanding Marketing Management -- 1. Defining Marketing for the 21st Century -- 2. Developing and Implementing Marketing Strategies and Plans -- 3. Understanding Markets, Market Demand, and the Marketing Environment -- Part II. Connecting with Customers -- 4. Creating Customer Value, Satisfaction, and Loyalty -- 5. Analyzing Consumer Markets -- 6. Analyzing Business Markets -- 7. Identifying Market Segments and Targets -- Part III. Building Strong Brands -- 8. Creating Brand Equity -- 9. Crafting the Brand Positioning and Dealing with Competition -- Part IV. Shaping the Market Offerings -- 10. Setting Product Strategy and Marketing Through the Life Cycle -- 11. Designing and Managing Services -- 12. Developing Pricing Strategies and Programs -- Part V. Delivering Value -- 13. Designing and Managing Integrated Marketing Channels -- 14. Managing Retailing, Wholesaling, and Logistics -- Part VI. Communicating Value -- 15. Designing and Managing Integrated Marketing Communications -- 16. Managing Mass Communications -- 17. Managing Personal Communications -- Part VII. Creating Successful Long-Term Growth -- 18. Managing Marketing in the Global Economy.
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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 A498492B
Book South Campus South Campus Main Collection 658.8 KOT (Browse shelf(Opens below)) 1 Available A498595B

Previous ed.: 2009.

Includes bibliographical references and index.

Part I. Understanding Marketing Management -- 1. Defining Marketing for the 21st Century -- 2. Developing and Implementing Marketing Strategies and Plans -- 3. Understanding Markets, Market Demand, and the Marketing Environment -- Part II. Connecting with Customers -- 4. Creating Customer Value, Satisfaction, and Loyalty -- 5. Analyzing Consumer Markets -- 6. Analyzing Business Markets -- 7. Identifying Market Segments and Targets -- Part III. Building Strong Brands -- 8. Creating Brand Equity -- 9. Crafting the Brand Positioning and Dealing with Competition -- Part IV. Shaping the Market Offerings -- 10. Setting Product Strategy and Marketing Through the Life Cycle -- 11. Designing and Managing Services -- 12. Developing Pricing Strategies and Programs -- Part V. Delivering Value -- 13. Designing and Managing Integrated Marketing Channels -- 14. Managing Retailing, Wholesaling, and Logistics -- Part VI. Communicating Value -- 15. Designing and Managing Integrated Marketing Communications -- 16. Managing Mass Communications -- 17. Managing Personal Communications -- Part VII. Creating Successful Long-Term Growth -- 18. Managing Marketing in the Global Economy.

Machine converted from AACR2 source record.

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