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A framework for marketing management

Author: Kotler, Philip ; Keller, Kevin LanePublisher: Prentice Hall, 2007.Edition: 3rd ed.Language: EnglishDescription: 359 p. : Graphs ; 24 cm.ISBN: 0131452584Type of document: BookNote: Abu Dhabi: for 2018-2019 courses Doriot: for 2018-2019 courses Bibliography/Index: Includes bibliographical references and index and glossary
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.13 .K68 2007
(Browse shelf)
001191935
Available 001191935
Book Europe Campus
Main Collection
Print HF5415.13 .K68 2007
(Browse shelf)
001224553
Available 001224553
Book Middle East Campus
Textbook Collection
Print HF5415.13 .K68 2007
(Browse shelf)
500018604
Available 500018604
Total holds: 0

Abu Dhabi: for 2018-2019 courses
Doriot: for 2018-2019 courses

Includes bibliographical references and index and glossary

Digitized

A Framework for Marketing Management Brief Contents Preface xv Part I UNDERSTANDING MARKETING MANAGEMENT 1 1. 2. 3. Defining Marketing for the Twenty-First Century 1 Developing and Implementing Marketing Strategies and Plans 21 Understanding Markets, Market Demand, and the Marketing Environment 40 Part II CONNECTING WITH CUSTOMERS 63 4. 5. 6. 7. Creating Customer Value, Satisfaction, and Loyalty 63 Analyzing Consumer Markets 83 Analyzing Business Markets 101 Identifying Market Segments and Targets 116 Part III BUILDING STRONG BRANDS 135 8. 9. Creating Brand Equity 135 Creating Positioning and Dealing with Competition 154 Part IV SHAPING THE MARKET OFFERINGS 177 10. 11. 12. Setting Product Strategy and Marketing Through the Life Cycle 177 Designing and Managing Services 200 Designing Pricing Strategies and Programs 217 Part V DELIVERING VALUE 239 13. 14. Designing and Managing Value Networks and Channels 239 Managing Retailing, Wholesaling, and Logistics 259 Part VI COMMUNICATING VALUE 278 15. 17. 18. Index 353 Designing and Managing Integrated Marketing Communications 278 Managing Personal Communications 313 Managing Marketing in the Global Economy 331 16. Managing Mass Communications 294 Part VII CREATING SUCCESSFUL LONG-TERM GROWTH 331 Glossary 347

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