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Marketing management / Philip Kotler ... [et al.].

By: Contributor(s): Material type: TextTextPublication 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:
Subject(s): DDC classification:
  • 658.8
Online resources:
Contents:
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.
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 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

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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