Marketing management / Philip Kotler and Kevin Keller.

By:

Kotler, Philip

Contributor(s):

Keller, Kevin Lane

Material type: Text

TextPublication details: Upper Saddle River, NJ : Pearson Prentice Hall, c2006.Edition: 12th. edDescription: xxxix, 733 [45] p. : col. ill. ; 28 cmISBN:

0131457578

Subject(s):

DDC classification:

658.8 KOT

Contents:

Part I. Understanding Marketing Management: Chapter 1 Defining Marketing for the 21st Century Chapter 2 Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights: Chapter 3 Gathering Information & Scanning the Environment Chapter 4 Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers: Chapter 5 Creating Customer Value, Satisfaction, & Loyalty Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Identifying Market Segments & Targets Part IV. Building Strong Brands: Chapter 9 Creating Brand Equity Chapter 10 Crafting the Brand Positioning Chapter 11 Dealing with Competition Part V. Shaping the Market Offerings: Chapter 12 Setting Product Strategy Chapter 13 Designing & Managing Services Chapter 14 Developing Pricing Strategies & Programs Part VI. Delivering Value: Chapter 15 Designing & Managing Value Networks & Channels Chapter 16 Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value Chapter 17 Designing & Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations Chapter 19 Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating 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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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 KOT (Browse shelf(Opens below))	1	Available		0059019
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 KOT (Browse shelf(Opens below))	2	Available		0057018

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Includes bibliographical references and index.

Part I. Understanding Marketing Management: Chapter 1
Defining Marketing for the 21st Century
Chapter 2
Developing Marketing Strategies & Plans
Part II. Capturing Marketing Insights: Chapter 3
Gathering Information & Scanning the Environment
Chapter 4
Conducting Marketing Research & Forecasting Demand
Part III. Connecting with Customers: Chapter 5
Creating Customer Value, Satisfaction, & Loyalty
Chapter 6
Analyzing Consumer Markets
Chapter 7
Analyzing Business Markets
Chapter 8
Identifying Market Segments & Targets
Part IV. Building Strong Brands: Chapter 9
Creating Brand Equity
Chapter 10
Crafting the Brand Positioning
Chapter 11
Dealing with Competition
Part V. Shaping the Market Offerings: Chapter 12
Setting Product Strategy
Chapter 13
Designing & Managing Services
Chapter 14
Developing Pricing Strategies & Programs
Part VI. Delivering Value: Chapter 15
Designing & Managing Value Networks & Channels
Chapter 16
Managing Retailing, Wholesaling & Logistics
Part VII. Communicating Value
Chapter 17
Designing & Managing Integrated Marketing Communications
Chapter 18
Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations
Chapter 19
Managing Personal Communications: Direct Marketing & the Sales Force
Part VIII. Creating Long-Term Growth: Chapter 20
Introducing New Market Offerings
Chapter 21
Tapping into Global Markets
Chapter 22
Managing a Holistic Marketing Organization

eng

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