Coverart for item
The Resource Marketing management, Philip Kotler, Kevin Keller

Marketing management, Philip Kotler, Kevin Keller

Label
Marketing management
Title
Marketing management
Statement of responsibility
Philip Kotler, Kevin Keller
Creator
Contributor
Subject
Language
eng
Summary
This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning
Cataloging source
YUS
http://library.link/vocab/creatorName
Kotler, Philip
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1956-
http://library.link/vocab/relatedWorkOrContributorName
Keller, Kevin Lane
http://library.link/vocab/subjectName
Marketing
Label
Marketing management, Philip Kotler, Kevin Keller
Instantiates
Publication
Note
The internet resource mentioned in the text is for individual registration and use only. It is therefore, unsuitable for university-wide use
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Ch. 1.
  • Defining marketing for the 21st century.
  • p. 3
  • Ch. 2.
  • Developing marketing strategies and plans.
  • p. 35
  • Ch. 3.
  • Gathering information and scanning the environment.
  • p. 71
  • Ch. 4.
  • Conducting marketing research and forecasting demand.
  • p. 101
  • Ch. 5.
  • Creating customer value, satisfaction, and loyalty.
  • p. 139
  • Ch. 6.
  • Analyzing consumer markets.
  • p. 173
  • Ch. 7.
  • Analyzing business markets.
  • p. 209
  • Ch. 8.
  • Identifying market segments and targets.
  • p. 239
  • Ch. 9.
  • Creating brand equity.
  • p. 273
  • Ch. 10.
  • Crafting the brand positioning.
  • p. 309
  • Ch. 11.
  • Dealing with competition.
  • p. 341
  • Ch. 12.
  • Setting product strategy.
  • p. 371
  • Ch. 13.
  • Designing and managing services.
  • p. 401
  • Ch. 14.
  • Developing pricing strategies and programs.
  • p. 431
  • Ch. 15.
  • Designing and managing value networks and channels.
  • p. 467
  • Ch. 16.
  • Managing retailing, wholesaling, and logistics.
  • p. 503
  • Ch. 17.
  • Designing and managing integrated marketing communications.
  • p. 535
  • Ch. 18.
  • Managing mass communications : advertising, sales promotions, events, and public relations.
  • p. 567
  • Ch. 19.
  • Managing personal communications : direct marketing and personal selling.
  • p. 603
  • Ch. 20.
  • Introducing new market offerings.
  • p. 633
  • Ch. 21.
  • Tapping into global markets.
  • p. 667
  • Ch. 22.
  • Managing a holistic marketing organization.
  • p. 695
Control code
ocm60814796
Dimensions
29 cm.
Edition
12th ed.
Extent
xxxix, 729, [45] p.
Isbn
9780131968530
Lccn
2004029595
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
ill. (chiefly col.)
Label
Marketing management, Philip Kotler, Kevin Keller
Publication
Note
The internet resource mentioned in the text is for individual registration and use only. It is therefore, unsuitable for university-wide use
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Ch. 1.
  • Defining marketing for the 21st century.
  • p. 3
  • Ch. 2.
  • Developing marketing strategies and plans.
  • p. 35
  • Ch. 3.
  • Gathering information and scanning the environment.
  • p. 71
  • Ch. 4.
  • Conducting marketing research and forecasting demand.
  • p. 101
  • Ch. 5.
  • Creating customer value, satisfaction, and loyalty.
  • p. 139
  • Ch. 6.
  • Analyzing consumer markets.
  • p. 173
  • Ch. 7.
  • Analyzing business markets.
  • p. 209
  • Ch. 8.
  • Identifying market segments and targets.
  • p. 239
  • Ch. 9.
  • Creating brand equity.
  • p. 273
  • Ch. 10.
  • Crafting the brand positioning.
  • p. 309
  • Ch. 11.
  • Dealing with competition.
  • p. 341
  • Ch. 12.
  • Setting product strategy.
  • p. 371
  • Ch. 13.
  • Designing and managing services.
  • p. 401
  • Ch. 14.
  • Developing pricing strategies and programs.
  • p. 431
  • Ch. 15.
  • Designing and managing value networks and channels.
  • p. 467
  • Ch. 16.
  • Managing retailing, wholesaling, and logistics.
  • p. 503
  • Ch. 17.
  • Designing and managing integrated marketing communications.
  • p. 535
  • Ch. 18.
  • Managing mass communications : advertising, sales promotions, events, and public relations.
  • p. 567
  • Ch. 19.
  • Managing personal communications : direct marketing and personal selling.
  • p. 603
  • Ch. 20.
  • Introducing new market offerings.
  • p. 633
  • Ch. 21.
  • Tapping into global markets.
  • p. 667
  • Ch. 22.
  • Managing a holistic marketing organization.
  • p. 695
Control code
ocm60814796
Dimensions
29 cm.
Edition
12th ed.
Extent
xxxix, 729, [45] p.
Isbn
9780131968530
Lccn
2004029595
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
ill. (chiefly col.)

Library Locations

    • Sydney Jones LibraryBorrow it
      Chatham Street, Liverpool, L7 7BD, GB
      53.403069 -2.963723
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