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Marketing management /

By: Kotler, Philip [author.].
Contributor(s): Keller, Kevin Lane, 1956- [author.].
Publisher: Harlow, Essex , England : Pearson Education Ltd., [2016]Edition: 15th edition, Global edition.Description: 714 pages, A1-14, E1-58, G1-10, I1-36 : colour illustrations ; 28 cm.Content type: text | still image | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9781292092621; 9781292092621:; 1292092629.Subject(s): Marketing -- Management -- Textbooks | Marketing | Marketing -- ManagementDDC classification: 658.8
Contents:
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 -- Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- 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.
Summary: This is the 15th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 KOT (Browse shelf(Opens below)) 1 Available 0081120
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 KOT (Browse shelf(Opens below)) 2 Available 0081119
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 KOT (Browse shelf(Opens below)) 3 Available 0081118
Total holds: 0

Previous Global edition, 2012.

Includes bibliographical references and index.

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 -- Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- 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.

This is the 15th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.

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