000 | 01849nam a2200217 a 4500 | ||
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999 |
_c40304 _d40304 |
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020 | _a9788131716830 | ||
020 | _a813171683X | ||
082 |
_a658.8 _bMAR |
||
100 | _aKotler, Philip | ||
245 | _aMarketing management : a South Asian perspective | ||
250 | _a13th ed. | ||
260 |
_aNew Delhi : _bPearson Prentice Hall, _c2009. |
||
300 | _axlvii, 128 pages | ||
500 | _aIndex and Glossary annexed | ||
505 | _a1. 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. | ||
650 | _aMarketing -- Management. | ||
700 | _aKeller, Kevin Lane | ||
700 | _aKoshy, Abraham | ||
700 | _aJha, Mithileshwar | ||
942 | _cREF |