A framework for marketing management. / Philip Kotler
Material type: TextPublisher: Upper Saddle River: Prentice Hall, 2001Description: xv, 352 p.: illISBN: 0130185256LOC 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 KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.K64 (Browse shelf) | 1 | Available | K/1003/1003/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.K641 (Browse shelf) | 2 | Available | K/1004/1004/19 |
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HF5415.13.H972 Business marketing management: B2B / | HF5415.13.H973 Business marketing management: B2B / | HF5415.13.K64 A framework for marketing management. / | HF5415.13.K641 A framework for marketing management. / | HF5415.13.M34 Marketing. / | HF5415.13.P38 Marketing management: knowledge and skills. / | HF5415.13.P68 Marketing products and services. / |
Includes index
Contents: Part 1 Understanding marketing management: Marketing in the twenty-first century -- Building customer satisfaction, value, and retention -- Winning markets: market-oriented strategic planning -- Part 2 Analyzing marketing opportunities: Understanding markets, market demand, and the marketing environment -- Analyzing consumer markets and buyer behavior -- Analyzing business markets and buyer behavior -- Dealing with the competition -- Identifying market segments and selecting target markets -- Developing marketing strategies: Positioning the market offering through the product life cycle -- Developing new products -- Designing global market offerings -- Part 3 Making marketing decisions: Developing, differentiating, and positioning products through the life cycle -- Managing product lines and brands -- Designing and managing services -- Designing pricing strategies and programs -- Part 4 Managing and delivering marketing programs: Selecting and managing marketing channels -- Managing retailing, wholesaling, and market logistics -- Managing the sales force -- Managing direct and on-line marketing --
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