Marketing management
By: Kotler, Philip
Title By: Keller, Kevin Lane
Material type: BookPublisher: Boston : Pearson, c2016.Edition: 15 ed.Description: 1 v. (various pagings) : col. ill. ; 28 cm.ISBN: 9780133856460Program: MARK922Subject(s): Marketing -- ManagementDDC classification: 658.8Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.8 KO MA (Browse shelf) | Available | T0053852 | ||
REGULAR | University of Wollongong in Dubai Main Collection | 658.8 KO MA (Browse shelf) | Available | T0053853 | ||
3 DAY LOAN | University of Wollongong in Dubai Main Collection | 658.8 KO MA (Browse shelf) | Available | T0053854 |
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658.8 KO MA Marketing management | 658.8 KO MA Marketing management | 658.8 KO MA Marketing management | 658.8 KO MA Marketing management | 658.8 KO MA Marketing management | 658.8 KO MA Marketing 4.0 : | 658.8 KO MA Marketing management |
MARK922
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.