MTU Library Catalogue

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Marketing management / Philip Kotler, Kevin Keller.

By: Kotler, Philip.
Contributor(s): Keller, Kevin Lane, 1956-.
Material type: materialTypeLabelBookPublisher: Upper Saddle River, NJ : Pearson Prentice Hall, c2006Edition: 12th ed.Description: xxxix, 733 [45] p. : col. ill. ; 28 cm. +.Content type: text Media type: unmediated Carrier type: volumeISBN: 0131457578; 9780131457577.Subject(s): Marketing -- Management | Business and Management | Business & Management | Sales & marketing management | Sales & marketingDDC classification: 658.8 | 658.8 KOT
Contents:
Part 1: Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- Part 2: Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Part 3: Connecting with customers -- Creating customer value, satisfaction and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Part 4: Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Part 5: Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Part 6: Delivering value -- Designing and managing value networks and channels -- Managing retailing, wholesaling and logistics -- Part 7: Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications: Advertising, Sales promotions events and public relations -- Managing personal communications: Direct marketing and personal selling -- Part 8: Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization.
Summary: This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00079579
General lending MTU Kerry North Campus Library First Floor Main 658.8 KOT (Browse shelf(Opens below)) 6 Available 38888000722268
General lending MTU Kerry North Campus Library First Floor Main 658.8 KOT (Browse shelf(Opens below)) 1 Available 38888000536296
General lending MTU Kerry North Campus Library First Floor Main 658.8 KOT (Browse shelf(Opens below)) 1 Available 38888000536288
General lending MTU Kerry North Campus Library First Floor Main 658.8 KOT (Browse shelf(Opens below)) 1 Available 38888000536270
General lending MTU Kerry North Campus Library First Floor Main 658.8 KOT (Browse shelf(Opens below)) 1 Available 38888000536262
General lending MTU Kerry North Campus Library First Floor Main 658.8 KOT (Browse shelf(Opens below)) 1 Available 38888000536247
Total holds: 0

Enhanced descriptions from Syndetics:

This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.

Includes bibliographical references and indexes.

Part 1: Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- Part 2: Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Part 3: Connecting with customers -- Creating customer value, satisfaction and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Part 4: Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Part 5: Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Part 6: Delivering value -- Designing and managing value networks and channels -- Managing retailing, wholesaling and logistics -- Part 7: Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications: Advertising, Sales promotions events and public relations -- Managing personal communications: Direct marketing and personal selling -- Part 8: Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization.

This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.

Table of contents provided by Syndetics

  • 1 Marketing in the Twenty-First Century
  • 2 Adapting Marketing to the New Economy (NEW)
  • 3 Building Customer Satisfaction, Value, and Retention
  • 4 Winning Markets: Market-Oriented Strategic Planning
  • 5 Gathering Information and Measuring Market Demand
  • 6 Scanning the Marketing Environment
  • 7 Analyzing Consumer Markets and Buyer Behaviour
  • 8 Analyzing Business Markets and Buyer Behaviour
  • 9 Dealing with the Competition
  • 10 Identifying Market Segments and Selecting Target Markets
  • 11 Positioning and Differentiating the Market Offering Through the Product Life Cycle
  • 12 Developing New Market Offerings
  • 13 Designing Global Market Offerings
  • 14 Setting the Product and Branding Strategy
  • 15 Designing and Managing Services
  • 16 Developing Pricing Strategies and Programs
  • 17 Designing and Managing Value Networks and Marketing Channels
  • 18 Managing Retailing, Wholesaling, and Market Logistics
  • 19 Managing Integrated Marketing Communications
  • 20 Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing
  • 21 Managing the Sales Force
  • 22 Managing the Total Marketing Effort