A framework for marketing management / Philip Kotler & Kevin Keller.

By:

Kotler Philip

Material type: Text

TextPublication details: US. Pearson Education; 2014.Edition: 2014Description: 288 p . ; softbound 18x27cmISBN:

978-93-325-1817-9

DDC classification:

23 658.8 KOT

Contents:

1. Defining marketing for the 21st century 2. Developing marketing strategies and plans 3. Creating long-term loyalty relationships 4. Analyzing consumer markets 5. Analyzing Business markets 6. Identifying market segments and targets 7. Creating brand equity 8. Crafting the brand positioning and competing effectively 9. Setting product strategy and marketing through the life cycle 10. Designing and managing services 11. Developing pricing strategies and programs 12.Designing and managing integrated marketing channels 13. Managing retailing, wholesaling and logistics 14. Designing and managing integrated marketing communications 15. Managing mass communications: Advertising, sales promotions, events and experience, and public relations 16. Managing personal communications: Direct and interactive marketing, word of mouth, and personal selling.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Tetso College Library Commerce & Management	Non-fiction	658.8 KOT (Browse shelf(Opens below))	Available		7873

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1. Defining marketing for the 21st century
2. Developing marketing strategies and plans
3. Creating long-term loyalty relationships
4. Analyzing consumer markets
5. Analyzing Business markets
6. Identifying market segments and targets
7. Creating brand equity
8. Crafting the brand positioning and competing effectively
9. Setting product strategy and marketing through the life cycle
10. Designing and managing services
11. Developing pricing strategies and programs
12.Designing and managing integrated marketing channels
13. Managing retailing, wholesaling and logistics
14. Designing and managing integrated marketing communications
15. Managing mass communications: Advertising, sales promotions, events and experience, and public relations
16. Managing personal communications: Direct and interactive marketing, word of mouth, and personal selling.

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