Marketing Management / Philip Kotler.
Material type: TextPublication details: Upper Saddle River ; New Jersey : Prenjtice Hall, Inc. 2000Edition: The Millennium EditionDescription: xxxii, 718, [32] p. : col. ill. ; 26 cmISBN:- 0130122173
- 9780130122179
- 23 658.8 KOT
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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Books | Main Library - Kungu General stacks | Non-fiction | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available |
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658.5 SHA Getting The Balance Right : Leading and Managing Well. / | 658.8 BRA Principles of marketing / | 658.8 CHR Relationship Marketing : Creating Shareholder Value / | 658.8 KOT Marketing Management / | 658.8 KOT Marketing Management : Analysis, Planning and Control. | 658.8 LAN Essentials of Marketing : Text and Cases / | 658.8 MAR Marketing For Dummies / |
CONTENTS<br/><br/>PART 1: UNDERSTANDING MARKETING MANAGEMENT<br/>Marketing in the twenty-first century<br/>Building customer satisfaction, value and retention<br/>Winning markets: Market oriented strategic planning<br/><br/>PART II: ANALYZING MARKETING OPPORTUNITIES<br/>Gathering information and measuring market demand<br/>Scanning the market environment<br/>Analysing consumer markets and buyer behaviour<br/>Analysing business markets and business buying behaviour<br/>Dealing with the competition<br/>Identifying market segments and selecting target markets<br/><br/>PART III: DEVELOPING MARKETING STRATEGIES<br/>Positioning the market offering through the product life cycle<br/>Developing new market offerings<br/>Designing global market offerings<br/><br/>PART IV: MAKING MARKETING DECISIONS<br/>Managing product lines and brands<br/>Designing and managing services<br/>Designing pricing strategies and programs<br/><br/>PART V: MANAGING AND DELIVERING MARKETING PROGRAMS<br/><br/>Managing marketing channels<br/>Managing retailing, wholesaling, and market logistics<br/>Managing integrated marketing communications<br/>Managing advertising, sales promotion, and public relations<br/>Managing the sales force<br/>Managing direct and online marketing<br/>Managing the total marketing effort.
Includes bibliographical references and indexes.
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