Author | Kotler, Philip |
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Title | Marketing management / Philip Kotler, Kevin Lane Keller |
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Imprint |
Upper Saddle River, N.J. : Pearson Prentice Hall, 2009 |
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Edition |
13th ed |
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Descript |
1 v. (various pagings) : col. ill. ; 29 cm |
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CONTENT
Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Connecting with customers -- Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Building with customers -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- Communicating value -- Sesigning and managing integrated marketing communications -- Managing mass communication: advertising, sales promotions, events and experiences, and public relations -- Managing personal communications: direct and interactive marketing, word of mouth, and personal selling -- Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization for the Long run
SUBJECT
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Marketing -- Management
LOCATION | CALL# | STATUS |
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Chula Business School Library | 658.8 K87M 2009 |
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Chula Business School Library | 658.8 K87M 2009 |
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Chula Business School Library | 658.8 K87M 2009 |
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Sasin Library | 658.8 K87M 2009 |
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Arts Library | HF5415.13 K87M 2009 |
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