Marketing management.
Material type: TextPublication details: Upper Saddle River, N.J. : Pearson/Prentice Hall, c2006.Edition: 12th ed. / Philip Kotler, Kevin Lane KellerDescription: 1 v. (various pagings) : col. ill. ; 29 cmISBN:- 9780131457577 (hbk.) :
- 0131457578
- 658.8 KOT
- HF5415.13 .K64 2006
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 202847 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 202845 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 00211979 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 128342 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 00214385 |
Previous ed.: 2003.
Includes bibliographical references and index.
1.Defining marketing for the 21st century -- 2.Developing marketing strategies and plans -- 3.Gathering information and scanning the environment -- 4.Conducting marketing reserach and forecasting demand -- 5.Creating customer value -- 6.Analyzing business markets -- 7.Analyzing business markets -- 8.Identifying market segments and targets -- 9.Creating brand equity -- 10.Crafting the brand positioning -- 11.Dealing with competition -- 12.Setting product strategy -- 13.Designing and managing services -- 14.Developing pricing strategies and programs -- 15.Designing and managing value networks and channels -- 16.Managing retailing, wholesailing, and logistics -- 17.Designing and managing integrated marketing communications -- 18.Managing mass communications: advertising, sales promotions, events, and public relations -- 19.Managing personal communications: direct marketing and personal selling -- 20.Introducing new market offerings -- 21.Tapping into global markets -- 22.Managing a holistic marketing organization.
This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.