Mzumbe University Library Header
Amazon cover image
Image from Amazon.com
Image from Coce
Image from OpenLibrary

Marketing Management /Philip Kotler, Kevin Lane Keller and Alexander Chernev

By: Contributor(s): Material type: TextTextPublication details: Harlow: Pearson Education, c 2022.Edition: 16th ed. Global editionDescription: 605 p. : ill. ; 28 cmISBN:
  • 9781292404813
Subject(s): DDC classification:
  • 658.8 KOT
Contents:
PART I: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New RealitiesMarketing Planning and Management PART II: UNDERSTANDING THE MARKET Analyzing Consumer MarketsAnalyzing Business MarketsConducting Marketing Research PART III: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target CustomersCrafting a Customer Value Proposition and Positioning PART IV: DESIGNING VALUE Designing and Managing ProductsDesigning and Managing ServicesBuilding Strong BrandsManaging Pricing and Sales Promotions PART V: COMMUNICATING VALUE Managing Marketing CommunicationsDesigning an Integrated Marketing Campaign in the Digital AgePersonal Selling and Direct Marketing PART VI: DELIVERING VALUE Designing and Managing Distribution ChannelsManaging Retailing PART VII: MANAGING GROWTH Driving Growth in Competitive MarketsDeveloping New Market OfferingsBuilding Customer LoyaltyTapping into Global MarketsSocially Responsible Marketing
Summary: The world of marketing is changing every day - and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there
Tags from this library: No tags from this library for this title.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Home library Call number Status Barcode
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.8 KOT (Browse shelf(Opens below)) Available 0087169
Total holds: 0

Includes index p. 595 - 605

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New RealitiesMarketing Planning and Management PART II: UNDERSTANDING THE MARKET Analyzing Consumer MarketsAnalyzing Business MarketsConducting Marketing Research PART III: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target CustomersCrafting a Customer Value Proposition and Positioning PART IV: DESIGNING VALUE Designing and Managing ProductsDesigning and Managing ServicesBuilding Strong BrandsManaging Pricing and Sales Promotions PART V: COMMUNICATING VALUE Managing Marketing CommunicationsDesigning an Integrated Marketing Campaign in the Digital AgePersonal Selling and Direct Marketing PART VI: DELIVERING VALUE Designing and Managing Distribution ChannelsManaging Retailing PART VII: MANAGING GROWTH Driving Growth in Competitive MarketsDeveloping New Market OfferingsBuilding Customer LoyaltyTapping into Global MarketsSocially Responsible Marketing

The world of marketing is changing every day - and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there

eng.

There are no comments on this title.

to post a comment.
Share