عنوان

A framework for marketing management /

(Number (ISBN

0133871312

(Number (ISBN

9780133871319

Title Proper

A framework for marketing management /

General Material Designation

[Book]

First Statement of Responsibility

Philip Kotler, Northwestern University ; Kevin Lane Keller, Dartmouth College.

Edition Statement

Sixth edition.

Place of Publication, Distribution, etc.

Boston :

Name of Publisher, Distributor, etc.

Pearson,

Date of Publication, Distribution, etc.

[2016]

Specific Material Designation and Extent of Item

xxi, 320 pages ;

Dimensions

23 cm

Text of Note

Includes indexes.

Text of Note

Pt. I: Understanding Marketing Management -- 1. Defining Marketing for the New Realities -- 2. Developing and Implementing Marketing Strategies and Plans -- 3. Capturing Marketing Insights and Forecasting Demand -- -- Pt. II: Connecting with Customers -- 4.Creating Long-term Loyalty Relationships -- 5. Analyzing Consumer and Business Markets -- -- Pt. III: Building Strong Brands -- 6. Identifying Market Segments and Targets -- 7. Crafting the Brand Positioning and Competing Effectively -- 8.Creating Brand Equity and Driving Growth -- -- Pt. IV: Creating Value -- 9. Setting Product Strategy and Introducing New Offerings -- 10. Designing and Managing Services -- 11. Developing Pricing Strategies and Programs -- -- Pt. V: Delivering Value -- 12. Designing and Managing Integrated Marketing Channels -- 13. Managing Retailing, Wholesaling, and Logistics -- -- Pt. VI: Communicating Value -- 14. Designing and Managing Integrated Marketing Communications -- 15. Managing Mass Communications: advertising, Sales Promotions, Events and Experiences, and Public Relations -- 16. Managing Digital Communications: Online, Social Media, and Mobile -- 17. Managing Personal Communications: Direct and Database Marketing and Personal Selling -- -- Pt. VII: Managing the Marketing Organization for Long-Term Success -- 18. Managing Marketing Responsibly in the Global Economy

0

Text of Note

Resource added for the Marketing program 101043, Digital Marketing 311045, and Design and Graphic Technology program 101117.{u200B}

Marketing-- Management.

Marketing-- Management.

Marketing.

Marketingmanagement.

Number

Edition

Class number

Book number

Kotler, Philip.

Keller, Kevin Lane,1956-

Date of Transaction

20200822085618.0

Cataloguing Rules (Descriptive Conventions))

rda

Electronic name

[Book]

Y