MTU Library Catalogue

Syndetics cover image
Image from Syndetics

Marketing management / Philip Kotler and Kevin Lane Keller.

By: Kotler, Philip [author].
Contributor(s): Keller, Kevin Lane, 1956- [author].
Material type: materialTypeLabelBookSeries: Always Learning: Publisher: Harlow, England : Pearson Education Limited, [2016]Copyright date: ©2016Edition: 15th edition; Global edition.Description: 714 pages : color illustrations 28 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781292092621 (paperback); 1292092629 (paperback).Subject(s): Marketing -- Management | MarketingAdditional physical formats: Electronic version: Marketing managementDDC classification: 658.8 Also available in electronic form.
Contents:
Understanding marketing management -- Defining marketing for the new realities -- Developing marketing strategies and plans -- Collecting information and forecasting demand -- Conducting marketing research -- Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- Selling product strategy -- Design and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling and logistics -- Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- Managing digital communications: online, social media, and mobile -- Managing personal communications: direct and database marketing and personal selling -- Managing a holistic marketing organization for the long run.
Holdings
Item type Current library Call number Status Notes Date due Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) Checked out CIT Module MGMT 7045 - Core reading 24/01/2022 00162154
Total holds: 0

Enhanced descriptions from Syndetics:

For undergraduate and graduate courses in marketing management.

The gold standard for today's marketing management

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

The world of marketing is changing everyday--and in order for students to have a competittive advantage, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.

The Fifteenth Edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.

Please note that the product you are purchasing does not include MyMarketingLab.

MyMarketingLab

Join over 11 million students benefiting from Pearson MyLabs.

This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.

These are the steps you need to take:

1. Make sure that your lecturer is already using the system

Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.

2. Check whether an access card has been included with the book at a reduced cost

If it has, it will be on the inside back cover of the book.

3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292092737)

4. If your lecturer is using the MyLab and you would like to purchase the product...

Go to www.My Marketing Lab.com to buy access to this interactive study programme.

For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator


Includes bibliographical references and indexes.

Understanding marketing management -- Defining marketing for the new realities -- Developing marketing strategies and plans -- Collecting information and forecasting demand -- Conducting marketing research -- Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- Selling product strategy -- Design and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling and logistics -- Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- Managing digital communications: online, social media, and mobile -- Managing personal communications: direct and database marketing and personal selling -- Managing a holistic marketing organization for the long run.

CIT Module MGMT 7045 - Core reading.

MTU CORK Module 8005 - Core reading.

MTU CORK Module HOSP 6083 - Core reading.

MTU CORK Module MRKT 8018 - Core reading.

MTU CORK Module MRKT 8020 - Supplementary reading.

CIT Module MRKT 7007 - Supplementary reading.

Also available in electronic form.