Marketing management / Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen.
Material type: TextPublisher: New York : Pearson, 2016Edition: 3rd edDescription: xxiv;942P : ill; 24cmISBN:- 9781292093239
- 658.8 23
- HF5415.13 .K6414 2016
Item type | Current library | Call number | Status | Date due | Barcode | |
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Books | Muscat University Library | HF5415.13 .K6414 2016 (Browse shelf(Opens below)) | Available | 001771 |
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HF5415.13 .D485 2016 The 1-page marketing plan : get new customers, make more money, and stand out from the crowd / | HF5415.13 .K64 2016 Marketing management / | HF5415.13 .K64 2016 Marketing management / | HF5415.13 .K6414 2016 Marketing management / | HF5415.13 .L5883 2016 Services marketing : people, technology, strategy / | HF5415.13 .L5883 2016 Services marketing : people, technology, strategy / | HF5415.13 .M255 2016 Marketing plans : |
Revised edition of Marketing management, 2012.
Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics.
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