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

Marketing management, Philip Kotler, Kevin Lane Keller

Label
Marketing management
Title
Marketing management
Statement of responsibility
Philip Kotler, Kevin Lane Keller
Creator
Contributor
Subject
Language
eng
http://library.link/vocab/creatorName
Kotler, Philip
Dewey number
658.8
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
  • Marketing
Label
Marketing management, Philip Kotler, Kevin Lane Keller
Instantiates
Publication
Note
  • Previous ed.: 2009
  • Includes student access code card
  • Formerly CIP
Bibliography note
Includes bibliographical references and index
Contents
Pt. 1: Understanding marketing management. 1. Defining marketing for the 21st century -- 2. Developing marketing strategies and plans -- Pt. 2: Capturing marketing insights. 3. Collecting information and and forecasting demand -- 4. Conducting marketing research -- Pt. 3: Connecting with customers. 5. Creating long-term loyalty relationships -- 6. Analyzing consumer markets -- 7. Analyzing business markets -- 8. Identifying market segments and targets -- Pt. 4: Building strong brands. 9. Creating brand equity -- 10. Crafting the brand positioning -- 11. Competitive dynamics -- Pt. 5: Shaping the market offerings. 12. Setting product strategy -- 13. Designing and managing services -- 14. Developing pricing strategies and programs -- Pt. 6: Delivering value. 15. Designing and managing integrated marketing channels -- 16. Managing retailing, wholesaling and logistics -- Pt. 7: Communicating value. 17. Designing and managing integrated marketing communications -- 18. Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- 19. Managing personal communications: direct and interactive marketing, word of mouth and personal selling -- Pt. 8: Creating successful long-term growth. 20. Introducing new market offerings -- 21. Tapping into global market -- 22. Managing a holistic marketing organization for the long run
Control code
000047059778
Dimensions
28 cm.
Edition
14th ed., Global ed.
Extent
1 v. (various pagings)
Isbn
9780273753360
Isbn Type
(pbk.) :
Other physical details
ill.
Label
Marketing management, Philip Kotler, Kevin Lane Keller
Publication
Note
  • Previous ed.: 2009
  • Includes student access code card
  • Formerly CIP
Bibliography note
Includes bibliographical references and index
Contents
Pt. 1: Understanding marketing management. 1. Defining marketing for the 21st century -- 2. Developing marketing strategies and plans -- Pt. 2: Capturing marketing insights. 3. Collecting information and and forecasting demand -- 4. Conducting marketing research -- Pt. 3: Connecting with customers. 5. Creating long-term loyalty relationships -- 6. Analyzing consumer markets -- 7. Analyzing business markets -- 8. Identifying market segments and targets -- Pt. 4: Building strong brands. 9. Creating brand equity -- 10. Crafting the brand positioning -- 11. Competitive dynamics -- Pt. 5: Shaping the market offerings. 12. Setting product strategy -- 13. Designing and managing services -- 14. Developing pricing strategies and programs -- Pt. 6: Delivering value. 15. Designing and managing integrated marketing channels -- 16. Managing retailing, wholesaling and logistics -- Pt. 7: Communicating value. 17. Designing and managing integrated marketing communications -- 18. Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- 19. Managing personal communications: direct and interactive marketing, word of mouth and personal selling -- Pt. 8: Creating successful long-term growth. 20. Introducing new market offerings -- 21. Tapping into global market -- 22. Managing a holistic marketing organization for the long run
Control code
000047059778
Dimensions
28 cm.
Edition
14th ed., Global ed.
Extent
1 v. (various pagings)
Isbn
9780273753360
Isbn Type
(pbk.) :
Other physical details
ill.

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