Marketing management. / Philip Kotler
Material type: TextPublisher: Boston: Pearson, 2013Edition: 14th edDescription: 679 + various pagings: ill.; 28cmISBN: 9780273753360Subject(s): Marketing managementLOC classification: HF5415.13.K64Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.K64 (Browse shelf) | 1 | Available | 7956/383/15 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.K641 (Browse shelf) | 2 | Available | 7957/384/15 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.K642 (Browse shelf) | 3 | Available | 7958/385/15 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.K643 (Browse shelf) | 4 | Available | 7959/386/15 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.K644 (Browse shelf) | 5 | Available | 7960/387/15 |
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HF5415.13.K641 Marketing management. / | HF5415.13.K641 Marketing management. / | HF5415.13.K642 Marketing management. / | HF5415.13.K643 Marketing management. / | HF5415.13.K644 Marketing management. / | HF5415.13.P44 A preface to marketing management. / | HF5415.13.St8 Strategic marketing management. / |
Includes index and appendix.
Contents: Understanding marketing management: Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights: Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Connecting with customers: Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Building strong brands: Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings: Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value: Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Communicating value: Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events, and public relations -- Managing personal communications: direct marketing and personal selling -- Creating successful long-term growth: Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization.
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