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Marketing management / Philip Kotler ... [et al.].

Contributor(s): Material type: TextTextSeries: Pearson onePublication details: Harlow : Pearson Prentice Hall, 2009.Edition: [European ed.]Description: xxxviii, 889 p. : col. ill. ; 29 cmISBN:
  • 9780273718567 (hbk.) :
  • 9780273718567
Subject(s): DDC classification:
  • 658.8 KOT
LOC classification:
  • HF5415.13 .M35224 2009
Contents:
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.
Summary: 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.
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 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.

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