AuthorKotler, Philip, author
TitleMarketing management / Philip Kotler, Kevin lane keller
Imprint New York : Pearson, 2012
Edition 14th ed
Descript 679 p. : col. ill. ; 29 cm

CONTENT

Understanding marketing management: Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing markeying insights: Collecting information and forecasting demand -- Conducting marketing research -- Connecting with customers: Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Indentifying market segments and targets -- Buliding strong brands: Creating brand equity -- Crafting the brand positioning -- Competitive dynamics -- Shaping the market offerings: Setting produc strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value: Designing and managing integrated marketing chammels -- Managing retailing, wholesaling and logistics -- Communicating value: Designing and managing integrated marketing communications -- Nanaging mass communications: advertising, sales promotions, events and experiences, and public relations --Managing personal communications: Direct and integractive marketing, word of mouth, and personal selling -- Creating successful longterm growth: Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization for the long run


SUBJECT

  1. Marketing -- Europe -- Management
  2. Marketing -- Management

LOCATIONCALL#STATUS
Communication Arts Library658.8 K87M 2012 CHECK SHELVES
Chula Business School Library658.8 K87M 2012 CHECK SHELVES
Chula Business School Library658.8 K87M 2012 CHECK SHELVES
Chula Business School Library658.8 K87M 2012 CHECK SHELVES
Pharmaceutical Sciences LibraryHF5415.13 K64M 2012 CHECK SHELVES
Sasin Library658.8 K87M 2012 CHECK SHELVES
Sasin Library658.8 K87M 2012 CHECK SHELVES