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Marketing management / Philip Kotler, Kevin Keller.

By: Kotler, Philip Contributor(s): Keller, Kevin Lane, 1956-Material type: Text

TextPublisher: Upper Saddle River, NJ : Pearson Prentice Hall, c2006Edition: 12th edDescription: xxxix, 673 [45] p. : col. ill. ; 28 cmISBN: 81-7758-690-4Subject(s): Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13 | .K64 2006Online resources: Table of contents

Contents:

Defining marketing for the 21st century -- Developing marketing strategies and plans -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events, and public relations -- Managing personal communications : direct marketing and personal selling -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization.

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Item type	Current location	Home library	Shelving location	Call number	Status	Date due	Barcode	Item holds
Book	School of Mechanical & Manufacturing Engineering (SMME)	School of Mechanical & Manufacturing Engineering (SMME)	General Stacks	658.8 KOT (Browse shelf)	Available		SMME-62

Total holds: 0

Includes bibliographical references and index.

Ch. 1. Defining marketing for the 21st century -- Ch. 2. Developing marketing strategies and plans -- Ch. 3. Gathering information and scanning the environment -- Ch. 4. Conducting marketing research and forecasting demand -- Ch. 5. Creating customer value, satisfaction, and loyalty -- Ch. 6. Analyzing consumer markets -- Ch. 7. Analyzing business markets -- Ch. 8. Identifying market segments and targets -- Ch. 9. Creating brand equity -- Ch. 10. Crafting the brand positioning -- Ch. 11. Dealing with competition -- Ch. 12. Setting product strategy -- Ch. 13. Designing and managing services -- Ch. 14. Developing pricing strategies and programs -- Ch. 15. Designing and managing value networks and channels -- Ch. 16. Managing retailing, wholesaling, and logistics -- Ch. 17. Designing and managing integrated marketing communications -- Ch. 18. Managing mass communications : advertising, sales promotions, events, and public relations -- Ch. 19. Managing personal communications : direct marketing and personal selling -- Ch. 20. Introducing new market offerings -- Ch. 21. Tapping into global markets -- Ch. 22. Managing a holistic marketing organization.

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