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Catalogue Record 16840
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10036928
HF5415.13 K64 2016
IBSM and Logistics
GUtech Library
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10036929
HF5415.13 K64 2016
IBSM and Logistics
GUtech Library
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ISBN
9781292404813
Language
E
Shelf Location
HF5415.13 K64 2016
Author
Kotler, Philip
Title
Marketing management
16the ed.
Publisher
Harlow, England : Pearson , 2016
Description
603 p.:col. ill. ; 26 cm
Specific Type of Material
Book
Contents
Part I: Fundamentals Of Marketing Management Defining Marketing For The New Realities Marketing Planning And Management Part Ii: Understanding The Market Analyzing Consumer Markets Analyzing Business Markets Conducting Marketing Research Part Iii: Developing A Winning Marketing Strategy Identifying Market Segments And Target Customers Crafting A Customer Value Proposition And Positioning Part Iv: Designing Value Designing And Managing Products Designing And Managing Services Building Strong Brands Managing Pricing And Sales Promotions Part V: Communicating Value Managing Marketing Communicationsdesigning An Integrated Marketing Campaign In The Digital Age Personal Selling And Direct Marketing Part Vi: Delivering Value Designing And Managing Distribution Channels Managing Retailing Part Vii: Managing Growth Driving Growth In Competitive Markets Developing New Market Offerings Building Customer Loyalty Tapping Into Global Markets Socially Responsible Marketing
Subject
Marketing management
Other name(s)
Kevin Keller
Alexander Chernev
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Marketing management
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Authors:
Alexander Chernev
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Kevin Keller
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Kotler, Philip
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