Marketing management /
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| Format: | Book |
| Published: |
Upper Saddle River, NJ :
Pearson Prentice Hall,
c2006.
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| Edition: | 12th. ed. |
| Subjects: | |
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| LEADER | 00000cam a22000004a 4500 | ||
|---|---|---|---|
| 020 | |a 0131457578 |c TZs.29500/- | ||
| 040 | |a MUL |b eng |e AACR | ||
| 082 | 0 | 0 | |a 658.8 KOT |
| 100 | 1 | |a Kotler, Philip. | |
| 245 | 1 | 0 | |a Marketing management / |c Philip Kotler and Kevin Keller. |
| 250 | |a 12th. ed. | ||
| 260 | |a Upper Saddle River, NJ : |b Pearson Prentice Hall, |c c2006. | ||
| 300 | |a xxxix, 733 [45] p. : |b col. ill. ; |c 28 cm. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | |a 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 | ||
| 546 | |a eng | ||
| 650 | 0 | |a Marketing | |
| 650 | 0 | |a Marketing--Management | |
| 650 | 0 | |a Internet marketing | |
| 650 | 0 | |a Consumer behavior | |
| 650 | 0 | |a Market surveys | |
| 700 | 1 | |a Keller, Kevin Lane, | |
| 942 | |c BK | ||
| 999 | |c 5351 |d 5351 | ||