Marketing management / Philip Kotler, Kevin Lane Keller.
Material type: TextPublisher: Boston : Pearson [2015]Edition: 15, Global editionDescription: 714, A14, E58, G10, I36 pages : colour illustrations ; 28 cmISBN:- 9781292092621
- 1292092629
- 658.8 KOT
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Two Hour Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 216945 |
Publication date from publisher's website.
Previous Global edition: ©2012.
Includes bibliographical references and index.
Part 1.Understanding marketing management -- 1.Defining marketing for the new realities -- 2.Developing marketing strategies and plans -- Part 2.Capturing marketing insights -- 3.Collecting information and forecasting demand -- 4.Conducting marketing research -- Part 3.Connecting with customers -- 5.Creating long-term loyalty relationshps -- 6.Analyzging business markets -- 7.Analyzing business markets -- 8.Tapping into global markets -- Part 4.Building strong brands -- 9.Identifying market segments and targets -- 10.Crafting the brand positioning -- 11.Creating brand equity -- 12.Addressing competition and driving growth -- Part 5.Creating value -- 13.Setting product strategy -- 14.Designing and managing services -- 15.Introducing new market offering s-- 16.Developing pricing strategies and programs -- Part 6.Delivering value -- 17.Designing and managing integrated marketing channels -- 18.Managing retailing, wholesaling, and logistics -- Part 7.Communicating value -- 19.Designing and managing integrated marketing communications -- 20.Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- 21.Managing digital communications: online, social media, and mobile -- 22.Managing persoal communicaitons: direct and database marketing and personal selling -- Part 8.Conducting marketing responsiblity for long-term success -- 23.Managing a holistic marketing organization for the long run.