AuthorKotler, Philip
TitleMarketing management / Philip Kotler, Kevin Lane Keller
ImprintBoston : Pearson, 2016
Edition Fifth edition, Global edition
Descript 1 v. (various pagings) : colour illustrations ; 29 cm

SUMMARY

"This new global edition has retained the integrity of Kotler and Keller's work, with Suzan Burton enhancing this edition to include Australian references, case studies, statistical data and trends, and regulatory bodies and government legislation where appropriate. Suzan Burton from Macquarie University, Australia" --Distributor


CONTENT

Part 1: Understanding marketing management -- Defining marketing for the new realities -- Developing marketing strategies and plans -- Part 2: Capturing marketing insights -- Collecting information and forecasting demand -- Conducting marketing research -- Part 3: Connecting with customers -- Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- Part 4: Building strong brands -- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- Part 5: Creating value -- Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Part 6: Delivering value -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- Part 7: Communicating value -- Designing and managing integrated marketing communications -- Managing mass communication: advertising, sales promotions, events and experiences, and public relations -- Managing digital communications : online, social media, and mobile -- Managing personal communications: direct and database marketing and personal selling -- Part 8: Conducting marketing responsibly for long-term success -- Managing a holistic marketing organization for the Long run


SUBJECT

  1. Marketing -- Management

LOCATIONCALL#STATUS
Sasin Library658.8 K87M 2016 CHECK SHELVES
Central Library (4th Floor)658.8 K87M 2016 CHECK SHELVES
Chula Business School Library658.8 K87M 2016 CHECK SHELVES
Chula Business School Library658.8 K87M 2016 CHECK SHELVES