Marketing management / Philip Kotler, Kevin Lane Keller, Salah Hassan, etc.

By:

Kotler, Philip

Contributor(s):

Material type: Text

TextPublication details: Harlow, England : Pearson, 2012.Edition: 1 st ed. Arab world EditionDescription: xxxv, 656 p. : col. ill. ; 28 cmISBN:

9781408252734

Subject(s):

DDC classification:

658.8

Contents:

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 Behavior 8 Analyzing Business Markets and Buyer Behavior 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

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Books	Central Library	658.8 KPM 2012 (Browse shelf(Opens below))	C. 1	Available	006615

Includes bibliographical references and indexes.

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 Behavior
8 Analyzing Business Markets and Buyer Behavior
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

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