Marketing management / Philip Kotler ... [et al.].
Material type: TextPublication details: Harlow, Essex, England : Pearson Education, 2012.Edition: 2nd European edDescription: xxxix, 1022 p. : col. ill. ; 29 cm. ; casedISBN:- 0273743613
- 9780273743613 (hbk.)
- 0273743619 (hbk.)
- 9780273743613:
- 658.8
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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General Lending | Carlow Campus Library General Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 74373 | |
General Lending | Carlow Campus Library General Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 74374 | |
General Lending | Carlow Campus Library General Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 74375 | |
General Lending | Wexford Campus Library Wexford General Lending | 658.8 (Browse shelf(Opens below)) | 0 | Available | 71494 | |
General Lending | Wexford Campus Library Wexford General Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 77600 | |
General Lending | Wexford Campus Library Wexford General Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 74577 |
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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.
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