Marketing management / Philip Kotler, Kevin Lane Keller.
Material type: TextPublication details: Upper Saddle River, NJ : Pearson/Prentice Hall, c2009.Edition: International ed., 13th edDescription: 816 p. : ill. (chiefly col.) ; 28 cmISBN:- 9780131357976:
- 0131357972
- 658.8
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