| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781292405100 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Call number |
658.8 KO MA |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Authors |
Kotler, Philip |
| TITLE STATEMENT |
|---|
| Title |
Marketing management |
| Statement of responsibility, etc |
Philip Kotler, Kevin Lane Keller |
| EDITION STATEMENT |
|---|
| Edition |
16 ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
Boston : |
| Publisher |
Pearson, |
| Date |
c2022. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
1 v. (various pagings) : |
| Other Details |
col. ill. ; |
| Size |
28 cm. |
| CONTENTS |
|---|
| Contents |
Part 1. Understanding Marketing Management -- 1. Defining Marketing for the New Realities -- 2. Developing Marketing Strategies and Plans -- Part 2. Capturing Marketing Insights -- 3. Collecting Information and Forecasting Demand -- 4. Conducting Marketing Research -- Part 3. Connecting with Customers -- 5. Creating Long-term Loyalty Relationships -- 6. Analyzing Consumer Markets -- 7. Analyzing Business Markets -- 8. Tapping into Global Markets -- Part 4. Building Strong Brands -- 9. Identifying Market Segments and Targets -- 10. Crafting the Brand Positioning -- 11. Creating Brand Equity -- 12. Meeting Competition and Driving Growth -- Part 5. Shaping the Market Offerings -- 13. Setting Product Strategy -- 14. Designing and Managing Services -- 15. Introducing New Market Offerings -- 16. Developing Pricing Strategies and Programs -- Part 6. Delivering Value -- 17. Designing and Managing Integrated Marketing Channels -- 18. Managing Retailing, Wholesaling, and Logistics -- Part 7. Communicating Value -- 19. Designing and Managing Integrated Marketing Communications -- 20. Managing Digital Communications: Online, Social Media and Mobile Marketing -- 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations -- 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization -- 23. Conducting Marketing Responsibly for Long-Term Success. |
| STUDY PROGRAM |
|---|
| Program name |
MARK922, MBA902 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Marketing |
| General |
Management |
| ADDED ENTRY |
|---|
| Name |
Keller, Kevin Lane, |
| Dates |
1956- |
| ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://uow.primo.exlibrisgroup.com/permalink/61UOW_INST/ihdge1/alma991003532725006666 |
| Public note |
Ebook |
| MAIN ENTRY--PERSONAL NAME |
|---|
| -- |
129 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
2 |
| ADDED ENTRY |
|---|
| -- |
9180 |