Marketing management.
Material type: TextPublication details: Boston, [Mass.] ; London : Pearson, c2012.Edition: 14th ed., Global ed. / Philip Kotler, Kevin Lane KellerDescription: 1 v. (various pagings) : col. ill., col. ports. ; 28 cm. + 1 Internet access cardISBN:- 9780273755029 (pack) :
- 9780273753360 (pbk.) :
- 9780273753391 (Internet access card) :
- 0132102927
- 658.8 KOT
- HF5415.13 .K64 2012
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 | 215607 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 215605 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 215606 |
Previous ed.: 2009.
Includes bibliographical references and index.
Part 1.Understanding marketing management -- 1.Defining marketing for the 21st century -- 2.Developing marketing strategies and plans -- Part 2.Capturing marketing insights -- 3.Collecting informaiton and forecasting demand -- 4.Conducting marketing research -- Part 3.Connecting with customers -- 5.Creating long-term loyalty relationships -- 6.Analyzing consumer markets -- 7.Analyzing business markets -- 8.Identifying market segments and targets -- Part 4.Building strong brands -- 9.Creating brand equity -- 10.Crafting the brand positioning -- 11.Competitive dynamics -- Part 5.Shaping the marketing offerings -- 12.Setting product strategy -- 13.Designing and managing services -- 14.Developing pricing strategies and programs -- Part 6.Delivering value -- 15.Designing and managaing integrated marketing channels -- 16.Managing retailing, wholesailing, and logistics -- Part 7.Communicating value -- 17.Desiging and managing integrated marketing communications -- 18.Managing mass communcations: advertising, sales promotions, events and experiences, and public relations -- 19.Managing personal communications: direct and interactive marketing, word of mouth, and personal selling -- Part 8.Creating successful long-term growth -- 20.Introducing new market offerings -- 21.Tapping to global markets -- 22.Managing a holistic marketing organization for the long run.
This is the 14th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.