Marketing management. / Philip Kotler and Kevin Lane Keller.
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.K64 (Browse shelf) | 1 | Available | 8356/176/18 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.K641 (Browse shelf) | 2 | Available | 8259/077/18 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.K64(15e) (Browse shelf) | Available | K/3008/0106/23 |
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P90.D44(6e) Fundamentals of human communication : social science in everyday life. / | HF5415.13.C57(2e) Marketing management : a customer-centric financial approach. / | HF5387.H67(4e) Instructor's manual to accompany: The ethics of management by Hosmer. / | HF5415.13.K64(15e) Marketing management. / | PS668.C6(9e) Contemporary American speeches. / | P90.H11(5e) Instructor's manual for: Media/Impact: an introduction to mass media by Haag and Biangi. / | P90.D83(2e) Communication in everyday life : a survey of communication. / |
Includes appendix and index.
Contents: Part 1: Understanding marketing management: 1.Defining marketing for the new realities -- 2. Developing marketing strategies and plans -- Part 2: Capturing marketing insights: 3. Collecting information and forecasting demand -- 4. Conducting marketing research -- Part 3: Connecting with customers: 5. Creating long-term loyalty relationships -- 6. Analyzing consumer markets -- 7. Analyzing business markets -- 8. Tapping into global markets -- Part 4: Building strong brands: 9. Identifying market segments and targets -- 10. Crafting the brand positioning -- 11. Creating brand equity -- 12. Addressing competition and driving growth -- Part 5: Creating value: 13. Setting product strategy -- 14. Designing and managing services -- 15. Introducing new market offerings -- 16. Developing pricing strategies and programs -- Part 6: Delivering value: 17. Designing and managing integrated marketing channels -- 18. Managing, retailing, wholesaling, and logistics -- Part 7: Communicating value: 19. Designing and managing integrated marketing communications -- 20. Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- 21. Managing digital communications: online, social media, and mobile -- 22. Managing personal communications: direct and database marketing and personal selling -- Part 8: Conductig marketing responsibly for long-term success: 23. Managing a holistic marketing organization for the long term.
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