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Marketing management / Philip Kotler, Kevin Lane Keller.

By: Contributor(s): Material type: TextTextPublication details: Harlow : Pearson Education, c2012.Edition: 14th ed., Global edDescription: 1 v. (various pagings) : ill. ; 28 cmISBN:
  • 9780273753360:
  • 9780273753391
  • 0273753363
Subject(s): DDC classification:
  • 658.8
Online resources:
Contents:
[ Understanding Marketing Management] Defining Marketing for the 21st Century -- Developing Marketing Strategies and Plans
[Capturing Marketing Insights] Gathering Information and Scanning the Environment -- Conducting Marketing Research and Forecasting on Demand
[Connecting with Customers] Creating Long-term Loyalty Relationships -- Analyzing Consumer Markets -- Analyzing Business Markets -- Identifying Market Segments and Targets
[Building Strong Brands] Creating Brand Equity -- Crafting the Brand Position -- Competitive Dynamics
[Shaping the Market] Setting Product Strategy -- Designing and Managing Services -- Developing Pricing Strategies and Programs
[Delivering Value] Designing and Managing Integrated Marketing -- Managing Retailing, Wholesaling, and Logistics
[Communicating Value] Designing and Managing Integrated Marketing Communications -- Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations -- Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
[Creating Successful Long-Term Growth] Introducing New Marketing Offerings -- Tapping into Global Markets -- Managing a Holistic Marketing Organization
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Checked out 27/08/2020 68546
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Checked out 23/04/2020 68547
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Checked out 02/03/2020 67338
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Available 67339
Short Loan Collection Carlow Campus Library Short Loan Collection 658.8 (Browse shelf(Opens below)) 1 Available 67340
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 0 Available 66444
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 0 Available 66445
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 66431
General Lending Wicklow Campus Library Wicklow County Campus Lending 658.8 (Browse shelf(Opens below)) 1 Available 68548
General Lending Wicklow Campus Library Wicklow County Campus Lending 658.8 (Browse shelf(Opens below)) 1 Available 68549

CW_IAA

Previous ed.: 2009.

CW018, CW819

CW_BXPAM_M

Includes bibliographical references and index.

[ Understanding Marketing Management] Defining Marketing for the 21st Century -- Developing Marketing Strategies and Plans

[Capturing Marketing Insights] Gathering Information and Scanning the Environment -- Conducting Marketing Research and Forecasting on Demand

[Connecting with Customers] Creating Long-term Loyalty Relationships -- Analyzing Consumer Markets -- Analyzing Business Markets -- Identifying Market Segments and Targets

[Building Strong Brands] Creating Brand Equity -- Crafting the Brand Position -- Competitive Dynamics

[Shaping the Market] Setting Product Strategy -- Designing and Managing Services -- Developing Pricing Strategies and Programs

[Delivering Value] Designing and Managing Integrated Marketing -- Managing Retailing, Wholesaling, and Logistics

[Communicating Value] Designing and Managing Integrated Marketing Communications -- Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations -- Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

[Creating Successful Long-Term Growth] Introducing New Marketing Offerings -- Tapping into Global Markets -- Managing a Holistic Marketing Organization

58.10

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