A framework for marketing management.
Material type: TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2007.Edition: 3rd ed. / Philip Kotler, Kevin Lane KellerDescription: xxii, 360 p. : ill. ; 24 cmISBN:- 9780131452589 (pbk.) :
- 9780131452589
- 658.8 KOT
- HF5415.13 .K636 2007
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 00210440 |
Previous ed.: 2003.
Includes bibliographical references and index.
Part I: Understanding Marketing Management Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing and Implementing Marketing Strategies and Plans Chapter 3: Understanding Markets, Market Demand, and the Marketing Environment Part II: Connecting with Customers Chapter 4: Creating Customer Value, Satisfaction, and Loyalty Chapter 5: Analyzing Consumer Markets Chapter 6: Analyzing Business Markets Chapter 7: Identifying Market Segments and Targets Part III: Building Strong Brands Chapter 8: Creating Brand Equity Chapter 9: Creating Positioning and Dealing with Competition Part IV: Shaping the Market Offerings Chapter 10: Setting Product Strategy and Marketing Through the Life Cycle Chapter 11: Designing and Managing Services Chapter 12: Designing Pricing Strategies and Programs Part V: Delivering Value Chapter 13: Designing and Managing Value Networks and Channels Chapter 14: Managing Retailing, Wholesaling, and Logistics Part VI: Communicating Value Chapter 15: Designing and Managing IMC Chapter 16: Managing Mass Communications Chapter 17: Managing Personal Communications Part VII: Creating Successful Long-Term Growth Chapter 18: Managing Marketing in a Global Economy.
The Internet is changing the way that consumers buy, and the way that companies buy from each other. This updated text includes these new ways of buying and selling, showing how marketers can make the most of the new technology.