Marketing management /
Kotler, Philip.
Marketing management / Philip Kotler ... [et al.]. - 2nd European ed. - Harlow, Essex, England : Pearson Education, 2012. - xxxix, 1022 p. : col. ill. ; 29 cm. ; cased.
Previous ed.: 2009. Authorised adaptation from the United States edition CW018, CW838
Includes bibliographical references and index.
Preface -- Acknowledgements -- Publisher's acknowledgements -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Building strong brands -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Designing, developing, and managing market offerings -- Shaping the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people, and physical evidence at the consumer interface -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics -- Glossary -- Name index -- Organisation and brand index.
0273743613 9780273743613 (hbk.) 0273743619 (hbk.) 9780273743613: £49.99
Marketing--Management--Europe
Marketing--Management
Marketing--Europe
Business and Management.
Sales & marketing
Sales & marketing management
658.8
Marketing management / Philip Kotler ... [et al.]. - 2nd European ed. - Harlow, Essex, England : Pearson Education, 2012. - xxxix, 1022 p. : col. ill. ; 29 cm. ; cased.
Previous ed.: 2009. Authorised adaptation from the United States edition CW018, CW838
Includes bibliographical references and index.
Preface -- Acknowledgements -- Publisher's acknowledgements -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Building strong brands -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Designing, developing, and managing market offerings -- Shaping the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people, and physical evidence at the consumer interface -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics -- Glossary -- Name index -- Organisation and brand index.
0273743613 9780273743613 (hbk.) 0273743619 (hbk.) 9780273743613: £49.99
Marketing--Management--Europe
Marketing--Management
Marketing--Europe
Business and Management.
Sales & marketing
Sales & marketing management
658.8