Coverart for item
The Resource Marketing management, Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen

Marketing management, Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen

Label
Marketing management
Title
Marketing management
Statement of responsibility
Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen
Creator
Contributor
Author
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorName
Kotler, Philip
Index
no index present
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorDate
  • 1956-
  • 1966-
http://library.link/vocab/relatedWorkOrContributorName
  • Keller, Kevin Lane
  • Brady, Mairead
  • Goodman, Malcolm
  • Hansen, Torben
http://library.link/vocab/subjectName
  • Marketing
  • Marketing
Label
Marketing management, Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen
Instantiates
Publication
Note
Revised edition of Marketing management, 2012
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
Part 1: Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Part 2: Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Part 3: Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Part 4: Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Part 5: Communictaing value -- Designing and managing marketing communications -- Managing mass and personal communications -- Part 6: Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Part 7: Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics
Control code
ocn933584981
Dimensions
29 cm
Edition
3rd ed
Extent
xxxiv, 942 pages
Isbn
9781292093239
Lccn
2015046886
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
System control number
(OCoLC)933584981
Label
Marketing management, Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen
Publication
Note
Revised edition of Marketing management, 2012
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
Part 1: Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Part 2: Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Part 3: Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Part 4: Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Part 5: Communictaing value -- Designing and managing marketing communications -- Managing mass and personal communications -- Part 6: Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Part 7: Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics
Control code
ocn933584981
Dimensions
29 cm
Edition
3rd ed
Extent
xxxiv, 942 pages
Isbn
9781292093239
Lccn
2015046886
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
System control number
(OCoLC)933584981

Library Locations

    • Wellington LibraryBorrow it
      Wellington- Massey University Library, Block 5, 63 Wallace Street, Wellington, 6021, NZ
      -40.385395 175.617407
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