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Marketing management : a south asian perspective / Philip Kotler...[et. al]

By: Kotler, Philip.
Material type: TextTextPublisher: New Delhi : Pearson, c2013Edition: 14 [ed. ].Description: xxiv, 596, [127] p. : col. ill. ; 29 cm.ISBN: 9788131767160.Subject(s): Marketing -- ManagementDDC classification: 658.8 Online resources: WorldCat details
Contents:
Table of contents Part 1: Understanding marketing management. Defining marketing for the 21st century ; 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 ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; 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 communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan --
Summary: For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
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Text Text EWU Library
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Non-fiction 658.8 MAR 2013 (Browse shelf) C-4 Checked out 21/04/2020 26804
Text Text EWU Library
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Text Text EWU Library
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Non-fiction 658.8 MAR 2013 (Browse shelf) C-6 Available 26806
Text Text EWU Library
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Non-fiction 658.8 MAR 2013 (Browse shelf) C-7 Checked out 20/12/2018 26807
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658.8 LOS 2011 Services marketing : 658.8 MAR Marketing / 658.8 MAR Marketing / 658.8 MAR 2013 Marketing management : 658.8 MAR 2013 Marketing management : 658.8 MCA 1993 Applications in basic marketing. 658.8 MCA 1993 Applications in basic marketing.

Includes bibliographical references and index.

Table of contents Part 1: Understanding marketing management. Defining marketing for the 21st century ; 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 ; Identifying market segments and targets --
Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics --
Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; 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 communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling --
Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run --
Appendix: Sonic marketing plan --

For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

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