AuthorKotler, Philip
TitleMarketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler
Imprint Hoboken, NJ : John Wiley & Sons, c2003
Descript xviii, 206 p. ; 24 cm

CONTENT

Advertising -- Brands -- Business-to-business marketing -- Change -- Communication and promotion -- Companies -- Competitive advantage -- Competitors -- Consultants -- Corporate branding -- Creativity -- Customer needs -- Customer orientation -- Customer relationship management (CRM) -- Customers -- Customer satisfaction -- Database marketing -- Design -- Differentiation -- Direct mail -- Distribution and channels -- Employees -- Entrepreneurship -- Experiential marketing -- Financial marketing -- Focusing and niching -- Forecasting and the future -- Goals and objectives -- Growth strategies -- Guarantees -- Image and emotional marketing -- Implementation and control -- Information and analytics -- Innovation -- Intangible assets -- International marketing -- Internet and E-business -- Leadership -- Loyalty -- Management -- Marketing assets and resources -- Marketing department interfaces -- Marketing ethics -- Marketing mix -- Marketing plans -- Marketing research -- Marketing roles and skills -- Markets -- Media -- Mission -- New product development -- Opportunity -- Organization -- Outsourcing -- Performance measurement -- Positioning -- Price -- Products -- Profits -- Public relations -- Quality -- Recession marketing -- Relationship marketing -- Relailers and vendors -- Sales force -- Sales promotion -- Segmentation -- Selling -- Service -- Sponsorship -- Strategy -- Success and failure -- Suppliers -- Target markets -- Technology -- Telemarketing and call centers -- Trends in marketing thinking and practice -- Value -- Word of mouth -- Zest


SUBJECT

  1. Marketing

LOCATIONCALL#STATUS
Chula Business School Library658.8 K87Ma 2003 CHECK SHELVES
Central Library (4th Floor)658.8 K87Mi CHECK SHELVES
Sasin Library658.8 K87P 2003 CHECK SHELVES
Transportation Institute LibraryHF5415 K63M 2003 CHECK SHELVES
Communication Arts Library658.8 K87M 2003 CHECK SHELVES