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Marketing management / Philip Kotler, Kevin Lane Keller, Suzan Burton.

By: Kotler, Philip [author.].
Contributor(s): Burton, Suzan [author] | Keller, Kevin Lane, 1956- [author].
Material type: TextTextSeries: Pearson One.Publisher: Frenchs Forest, NSW : Pearson Prentice Hall, [2009]Copyright date: ©2009Edition: 1st adaptation edition.Description: xxxiv, 719, 45 unnumbered pages : illustrations ; 30 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9780733994180 (hbk.).Subject(s): Marketing -- ManagementDDC classification: 658.8
Contents:
Part 1: Understanding marketing management -- 1. Defining marketing for the 21st century -- 2. Developing marketing strategies and plans -- Part 2: Capturing marketing insights -- 3. Gathering information and scanning the environment -- 4. Conducting marketing research and forecasting demand -- Part 3: Connecting with cutomers -- 5. Creating customer value, satisfaction and loyalty -- 6. Analysing consumer markets -- 7. Analysing business markets -- 8. Identifying market segments and targets -- Part 4: Building strong brands -- 9. Creating brand equity -- 10. Crafting the brand positioning -- 11. Dealing with competition -- Part 5: Shaping the market offerings -- 12. Setting product strategy -- 13. Designing and managing services -- 14. Developing pricing strategies and programs -- Part 6: Delivering value -- 15. Designing and managing integrated marketing --16. Managing retailing, wholesaling and logistics -- Part 7: Communicating value -- 17. Designing and managing integrated marketing communications -- 18. Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- 19. Managing personal communications: direct and interactive marketing, word of mouth and personal selling -- Part 8: Creating successful long-term growth -- 20. Introducing new market offerings and 21. Tapping into global markets - 22. Managing a holistic marketing organisation.
Summary: The world of marketing is changing everyday and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information.
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"Authorized adaptation from the United States edition, entitled Marketing management, 13th edition, ISBN: 013009980 by Kotler, Philip; Keller, Kevin ... copyright 2009" --T.p. verso.

Includes bibliographical references and indexes.

Part 1: Understanding marketing management -- 1. Defining marketing for the 21st century -- 2. Developing marketing strategies and plans -- Part 2: Capturing marketing insights -- 3. Gathering information and scanning the environment -- 4. Conducting marketing research and forecasting demand -- Part 3: Connecting with cutomers -- 5. Creating customer value, satisfaction and loyalty -- 6. Analysing consumer markets -- 7. Analysing business markets -- 8. Identifying market segments and targets -- Part 4: Building strong brands -- 9. Creating brand equity -- 10. Crafting the brand positioning -- 11. Dealing with competition -- Part 5: Shaping the market offerings -- 12. Setting product strategy -- 13. Designing and managing services -- 14. Developing pricing strategies and programs -- Part 6: Delivering value -- 15. Designing and managing integrated marketing --16. Managing retailing, wholesaling and logistics -- Part 7: Communicating value -- 17. Designing and managing integrated marketing communications -- 18. Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- 19. Managing personal communications: direct and interactive marketing, word of mouth and personal selling -- Part 8: Creating successful long-term growth -- 20. Introducing new market offerings and 21. Tapping into global markets - 22. Managing a holistic marketing organisation.

The world of marketing is changing everyday and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information.