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Marketing management / Philip Kotler, Kevin Lane Keller.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, NJ : Pearson/Prentice Hall, c2009.Edition: International ed., 13th edDescription: 816 p. : ill. (chiefly col.) ; 28 cmISBN:
  • 9780131357976:
  • 0131357972
Subject(s): DDC classification:
  • 658.8
Online resources:
Contents:
[PART 1: UNDERSTANDING MARKETING MANAGEMENT] Chapter 1: Defining Marketing for the 21st Century -- Chapter 2: Developing Marketing Strategies and Plans
[PART 2: CAPTURING MARKETING INSIGHTS] Chapter 3: Gathering Information and Scanning the Environment -- Chapter 4: Conducting Marketing Research and Forecasting Demand
[PART 3: CONNECTING WITH CUSTOMERS] Chapter 5: Creating Customer Value, Satisfaction, and Loyalty -- Chapter 6: Analyzing Consumer Markets -- Chapter 7: Analyzing Business Markets -- Chapter 8: Identifying Market Segments and Targets
[PART 4: BUILDING STRONG BRANDS] Chapter 9: Creating Brand Equity -- Chapter 10: Crafting the Brand Positioning -- Chapter 11: Dealing with Competition.
[PART 5: SHAPING THE MARKET OFFERINGS] Chapter 12: Setting Product Strategy -- Chapter 13: Designing and Managing Services -- Chapter 14: Developing Pricing Strategies and Programs
[PART 6: DELIVERING VALUE] Chapter 15: Designing and Managing Integrated Marketing Channels -- Chapter 16: Managing Retailing, Wholesaling, and Logistics
[PART 7: COMMUNICATING VALUE] Chapter 17: Designing and Managing Integrated Marketing Communications -- Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations -- Chapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling
[PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH] Chapter 20: Introducing New Market Offerings -- Chapter 21: Tapping into Global Markets -- Chapter 22: Managing a Holistic Marketing Organization
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 57461
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 57462

CW_IAA

Previous ed.: 2006.

"Pearson international edition"--Cover.

Includes bibliographical references and indexes.

[PART 1: UNDERSTANDING MARKETING MANAGEMENT] Chapter 1: Defining Marketing for the 21st Century -- Chapter 2: Developing Marketing Strategies and Plans

[PART 2: CAPTURING MARKETING INSIGHTS] Chapter 3: Gathering Information and Scanning the Environment -- Chapter 4: Conducting Marketing Research and Forecasting Demand

[PART 3: CONNECTING WITH CUSTOMERS] Chapter 5: Creating Customer Value, Satisfaction, and Loyalty -- Chapter 6: Analyzing Consumer Markets -- Chapter 7: Analyzing Business Markets -- Chapter 8: Identifying Market Segments and Targets

[PART 4: BUILDING STRONG BRANDS] Chapter 9: Creating Brand Equity -- Chapter 10: Crafting the Brand Positioning -- Chapter 11: Dealing with Competition.

[PART 5: SHAPING THE MARKET OFFERINGS] Chapter 12: Setting Product Strategy -- Chapter 13: Designing and Managing Services -- Chapter 14: Developing Pricing Strategies and Programs

[PART 6: DELIVERING VALUE] Chapter 15: Designing and Managing Integrated Marketing Channels -- Chapter 16: Managing Retailing, Wholesaling, and Logistics

[PART 7: COMMUNICATING VALUE] Chapter 17: Designing and Managing Integrated Marketing Communications -- Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations -- Chapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling

[PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH] Chapter 20: Introducing New Market Offerings -- Chapter 21: Tapping into Global Markets -- Chapter 22: Managing a Holistic Marketing Organization

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