Marketing management / Philip Kotler and Kevin Keller.

By:

Kotler, Philip

Contributor(s):

Keller, Kevin Lane

Material type: Text

TextPublication details: Upper Saddle River, NJ : Pearson Prentice Hall, c2006.Edition: 12th. edDescription: xxxix, 733 [45] p. : col. ill. ; 28 cmISBN:

0131457578

Subject(s):

DDC classification:

658.8 KOT

Contents:

Part I. Understanding Marketing Management: Chapter 1 Defining Marketing for the 21st Century Chapter 2 Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights: Chapter 3 Gathering Information & Scanning the Environment Chapter 4 Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers: Chapter 5 Creating Customer Value, Satisfaction, & Loyalty Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Identifying Market Segments & Targets Part IV. Building Strong Brands: Chapter 9 Creating Brand Equity Chapter 10 Crafting the Brand Positioning Chapter 11 Dealing with Competition Part V. Shaping the Market Offerings: Chapter 12 Setting Product Strategy Chapter 13 Designing & Managing Services Chapter 14 Developing Pricing Strategies & Programs Part VI. Delivering Value: Chapter 15 Designing & Managing Value Networks & Channels Chapter 16 Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value Chapter 17 Designing & Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations Chapter 19 Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating Long-Term Growth: Chapter 20 Introducing New Market Offerings Chapter 21 Tapping into Global Markets Chapter 22 Managing a Holistic Marketing Organization

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	658.8 KOT (Browse shelf(Opens below))	1	Available		0059019
Book	Mzumbe University Main Campus Library	658.8 KOT (Browse shelf(Opens below))	2	Available		0057018

Total holds: 0

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Includes bibliographical references and index.

Part I. Understanding Marketing Management: Chapter 1
Defining Marketing for the 21st Century
Chapter 2
Developing Marketing Strategies & Plans
Part II. Capturing Marketing Insights: Chapter 3
Gathering Information & Scanning the Environment
Chapter 4
Conducting Marketing Research & Forecasting Demand
Part III. Connecting with Customers: Chapter 5
Creating Customer Value, Satisfaction, & Loyalty
Chapter 6
Analyzing Consumer Markets
Chapter 7
Analyzing Business Markets
Chapter 8
Identifying Market Segments & Targets
Part IV. Building Strong Brands: Chapter 9
Creating Brand Equity
Chapter 10
Crafting the Brand Positioning
Chapter 11
Dealing with Competition
Part V. Shaping the Market Offerings: Chapter 12
Setting Product Strategy
Chapter 13
Designing & Managing Services
Chapter 14
Developing Pricing Strategies & Programs
Part VI. Delivering Value: Chapter 15
Designing & Managing Value Networks & Channels
Chapter 16
Managing Retailing, Wholesaling & Logistics
Part VII. Communicating Value
Chapter 17
Designing & Managing Integrated Marketing Communications
Chapter 18
Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations
Chapter 19
Managing Personal Communications: Direct Marketing & the Sales Force
Part VIII. Creating Long-Term Growth: Chapter 20
Introducing New Market Offerings
Chapter 21
Tapping into Global Markets
Chapter 22
Managing a Holistic Marketing Organization

eng

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