Marketing management : a South Asian perspective

By: Kotler, PhilipContributor(s): Keller, Kevin Lane | Koshy, Abraham | Jha, MithileshwarMaterial type: TextTextPublication details: New Delhi : Pearson Prentice Hall, 2009Edition: 13th edDescription: xlvii, 128 pagesISBN: 9788131716830 ; 813171683XSubject(s): Marketing -- ManagementDDC classification: 658.8
Contents:
1. Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- pt. 2. Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- pt. 3. Connecting with customers -- Creating customer value, satisfation, and loyalty -- Analyzing consumer & business markets -- Identifying market segments and targets -- pt. 4. Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- pt. 6. Delivering value -- Designing and managing integrated marketing -- Managing retailing, wholesaling, and logistics -- pt. 7. Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events and experiences, and public relations -- Managing, word of mouth, and personal selling -- pt. 8. Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 MAR (Browse shelf(Opens below)) Available 012030
Total holds: 0

Index and Glossary annexed

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

There are no comments on this title.

to post a comment.

© University of Vavuniya

---