Normal view MARC view

A Framework for marketing management (international ed.)

Author: Kotler, Philip ; Keller, Kevin LanePublisher: Prentice Hall, 2007. ; Pearson , 2007.Edition: 3rd ed.Language: EnglishDescription: 360 p. ; 24 cm.ISBN: 0132301423Type of document: BookBibliography/Index: Includes bibliographical references and index and glossary
Tags: No tags from this library for this title. Log in to add tags.
Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Textbook Collection
Print HF5415.13 .K68 2007
(Browse shelf)
900178204
Consultation only 900178204
Book Asia Campus
Textbook Collection
Print HF5415.13 .K68 2007
(Browse shelf)
900178211
Consultation only 900178211
Book (short loan) Asia Campus
Textbook Collection
Print HF5415.13 .K68 2007
(Browse shelf)
900180337
Available 900180337
Book (short loan) Asia Campus
Textbook Collection
Print HF5415.13 .K68 2007
(Browse shelf)
900180320
Available 900180320
Book (short loan) Asia Campus
Textbook Collection
Print HF5415.13 .K68 2007
(Browse shelf)
900182409
Available 900182409
Total holds: 0

Includes bibliographical references and index and glossary

Digitized

Brief Contents A Framework for Marketing Management A Framework for Marketing Management Preface xv Part I 1. UNDERSTANDING MARKETING MANAGEMENT 1 Defining Marketing for the Twenty-First Century 1 Developing and Implementing Marketing Strategies and Plans 2 1 Understanding Markets, Market Demand, and the Marketing Environment 4 0 2. 3. Part II 4. 5. 6. 7. CONNECTING WITH CUSTOMERS 63 Creating Customer Value, Satisfaction, and Loyalty 63 Analyzing Consumer Markets 83 Analyzing Business Markets 10 1 Identifying Market Segments and Targets 11 6 Part Ill 8. 9. BUILDING STRONG BRANDS 135 Creating Brand Equity 13 5 Creating Positioning and Dealing with Competition 154 Part IV 10. 11. 12. SHAPING THE MARKET OFFERINGS 177 Setting Product Strategy and Marketing Through the Life Cycle Designing and Managing Services 200 Designing Pricing Strategies and Programs 2 17 1 77 Part V 13. 14. DELIVERING VALUE 239 Designing and Managing Value Networks and Channels 2 3 9 Managing Retailing, Wholesaling, and Logistics 2 5 9 Part VI 15. 16. 17. COMMUNICATING VALUE 278 Designing and Managing Integrated Marketing Communications 278 Managing Mass Communications 2 9 4 Managing Personal Communications 3 1 3 Part VII CREATING SUCCESSFUL LONG-TERM GROWTH 331 33 1 18. Managing Marketing in the Global Economy Glossary 347 Index 353

There are no comments for this item.

Log in to your account to post a comment.
Koha 18.11 - INSEAD Catalogue
Home | Contact Us | What's Koha?