Marketing management / Philip Kotler ... [et al.].
Material type: TextSeries: Pearson onePublication details: Harlow : Pearson Prentice Hall, 2009.Edition: [European ed.]Description: xxxviii, 889 p. : col. ill. ; 29 cmISBN:- 9780273718567 (hbk.) :
- 9780273718567
- 658.8 KOT
- HF5415.13 .M35224 2009
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 | 00214445 |
Includes bibliographical references and index.
Part 1.Understanding marketing management -- 1.Introduction to marketing -- 2.Understanding marketing management -- 3.Developing marketing strategies and plans -- 4.Managnig digital technology in marketing -- Part 2.Capturing marketing insights -- 5.The changing marketing environment and information management -- 6.Managing market research and forecasting -- 7.Analysing consumer marekts -- 8.Analysing business markets -- 9.Dealing with competition -- Part 3.Connecting with customers -- 10.Identifying, analysing and creating target market differentiating and positioning strategies -- 11.Creating customer value, satisfaction and loyalty -- Part 4.Building strong brands -- 12.Creating and managing brands and brand equity -- 13.Devising a contemporary branding strategy -- 5.Shaping the market offering -- 14.Designing, developing and managing market offerings -- 15.Introducing new market offerings -- 16.Developing and managing pricing strategies -- Part 6.Delivering value -- 17.Designing and managing supply networks -- 18.Managing the service process and the consumer interface -- Part 7.Communicating value -- 19.Designing and managing marketing communications -- 20.Managing mass and personal communications -- 8.Managing marketing implementation -- 21.Implementing marketing management -- 22.Managing marketing merits.
The American edition of 'Marketing Management' is a leading marketing text because its content and organisation consistently reflect changes in marketing theory and practice. This European edition explores the challenges facing European marketing practitioners.