Author | Kotler, Philip |
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Title | Marketing management / Philip Kotler |
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Imprint |
Upper Saddle River, N.J. : Prentice Hall, c2003 |
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Edition |
11th ed |
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Descript |
xxix, 706 p. : ill. ; 25 cm |
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CONTENT
Part 1: Understanding marketing management -- Defining marketing for the Twenty-First century -- Adapting marketing to the new economy -- Building customer satisfaction, value, and retention -- Part 2: Analyzing marketing opportunities -- Winning markets through market-oriented strategic planning -- Gathering information and measuring market demand -- Scanning the marketing environment -- Analyzing consumer markets and buyer behavior -- Analyzing business markets and business buying behavior -- Dealing with the competition -- Identifying market segments and selecting target markets -- Part 3: Developing market strategies -- Positioning and differentiating the market offering through the product life cycle -- Developing new market offerings -- Designing global market offerings -- Part 4: Shaping the market offering -- Setting the product and branding strategy -- Designing and managing services -- Developing price strategies and programs -- Part 5: Managing and delivering marketing programs -- Desinging and managing value networks and marketing channels -- Managing retailing, wholesaling, and market logistics -- Managing integrated marketing communications -- Managing advertising, sales promotion, public relations, and direct marketing -- Managing the sale force -- Managing the total marketing effort
SUBJECT
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Marketing management
LOCATION | CALL# | STATUS |
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Sasin Library | 658.8 K87M 2003 |
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Arts Library : Stack | HF5415.13 K87M |
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Pharmaceutical Sciences Library | HF5415.13 K67M 2003 |
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Central Library @ Chamchuri 10 | HF5415.13 K6 2003 |
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Central Library (4th Floor) | 658.8 K87M 2003 |
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Chula Business School Library | 658.8 K87M 2003 |
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Chula Business School Library | 658.8 K87M 2003 |
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