Coverart for item
The Resource Marketing management, Philip Kotler, (electronic resource)

Marketing management, Philip Kotler, (electronic resource)

Label
Marketing management
Title
Marketing management
Statement of responsibility
Philip Kotler
Creator
Contributor
Subject
Language
eng
Summary
The classic Marketing Management is an undisputed global best-seller - an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance - the heart of the book
Cataloging source
DKDLA
http://library.link/vocab/creatorName
Kotler, Philip
Dewey number
658.8
Index
no index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
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, (electronic resource)
Instantiates
Publication
Note
Revised edition of Marketing management, 2012
Bibliography note
Includes bibliographical references and index
Contents
Part 1: Understanding marketing management -- Chapter 1: Introduction to marketing -- Chapter 2: Understanding marketing management within a global context -- Chapter 3: Developing marketing strategies and plans -- Chapter 4: Managing digital technology in marketing -- Part 2: Capturing marketing insights -- Chapter 5: The changing marketing environment and information management -- Chapter 6: Managing market research and forecasting -- Chapter 7: Analysing consumer markets -- Chapter 8: Analysing business markets -- Chapter 9: Dealing with competition -- Part 3: Connecting with customers -- Chapter 10: Seeking and developing target marketing differentiation strategies -- Chapter 11: Creating customer value, satisfaction and loyalty -- Chapter 12: Creating and managing brands and brand equity -- Chapter 13: Digital and global brand management strategies -- Part 4: Shaping and pricing the market offering Chapter 14 Designing, developing and managing market offerings -- Chapter 15: Introducing new market offerings -- Chapter 16: Developing and managing pricing strategies -- Part 5: Communicating value -- Chapter 17: Designing and managing marketing communications -- Chapter 18: Managing mass and personal communications -- Part 6: Delivering value -- Chapter 19: Designing and managing integrated marketing channels and global value networks Chapter 20 Managing process, people and physical evidence -- Part 7: Managing marketing implementation and control -- Chapter 21: Implementing marketing management -- Chapter 22: Managing marketing metrics -- Appendix: Apricot marketing plan and exercises -- Glossary -- Index
Control code
ocn958941078
Edition
3rd edition
Extent
1 online resource (xxxiv, 942 p. :)
Form of item
online
Isbn
9781292106083
Isbn Type
(electronic book)
Other physical details
illustrations
Specific material designation
remote
System control number
(OCoLC)958941078
Label
Marketing management, Philip Kotler, (electronic resource)
Publication
Note
Revised edition of Marketing management, 2012
Bibliography note
Includes bibliographical references and index
Contents
Part 1: Understanding marketing management -- Chapter 1: Introduction to marketing -- Chapter 2: Understanding marketing management within a global context -- Chapter 3: Developing marketing strategies and plans -- Chapter 4: Managing digital technology in marketing -- Part 2: Capturing marketing insights -- Chapter 5: The changing marketing environment and information management -- Chapter 6: Managing market research and forecasting -- Chapter 7: Analysing consumer markets -- Chapter 8: Analysing business markets -- Chapter 9: Dealing with competition -- Part 3: Connecting with customers -- Chapter 10: Seeking and developing target marketing differentiation strategies -- Chapter 11: Creating customer value, satisfaction and loyalty -- Chapter 12: Creating and managing brands and brand equity -- Chapter 13: Digital and global brand management strategies -- Part 4: Shaping and pricing the market offering Chapter 14 Designing, developing and managing market offerings -- Chapter 15: Introducing new market offerings -- Chapter 16: Developing and managing pricing strategies -- Part 5: Communicating value -- Chapter 17: Designing and managing marketing communications -- Chapter 18: Managing mass and personal communications -- Part 6: Delivering value -- Chapter 19: Designing and managing integrated marketing channels and global value networks Chapter 20 Managing process, people and physical evidence -- Part 7: Managing marketing implementation and control -- Chapter 21: Implementing marketing management -- Chapter 22: Managing marketing metrics -- Appendix: Apricot marketing plan and exercises -- Glossary -- Index
Control code
ocn958941078
Edition
3rd edition
Extent
1 online resource (xxxiv, 942 p. :)
Form of item
online
Isbn
9781292106083
Isbn Type
(electronic book)
Other physical details
illustrations
Specific material designation
remote
System control number
(OCoLC)958941078

Library Locations

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      Albany, Auckland, 0632, NZ
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