Marketing management / Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen.
By: Kotler, Philip [author.]
.
Contributor(s): Keller, Kevin Lane [author.].
Material type: 
BookEdition: 3rd ed.Description: pages cm.ISBN: 9781292093239.Subject(s): Marketing -- Europe -- Management | Marketing -- ManagementDDC classification: | Item type | Current location | Call number | Status | Notes | Date due | Item holds |
|---|---|---|---|---|---|---|
General Circulation Books
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HF5415.1 .K64 2016 (Browse shelf) | Available | BKO |
Revised edition of Marketing management, 2012.
Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics.
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