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Marketing management.

By: Contributor(s): Material type: TextTextPublication 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
Subject(s): DDC classification:
  • 658.8 KOT
LOC classification:
  • HF5415.13 .K64 2006
Contents:
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.
Summary: 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.
Holdings
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.

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