Marketing management / Philip Kotler, and Kevin Lane Keller
Publication details: New Delhi : Prentice Hall of India Private Limited, c2006.Edition: 12th editionDescription: xxxvii, (various paging) : col. ill. 28 cmISBN:- 8120327993
- 23 658.8 KOT
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Book Open Access
|
Engineering Library | 658.8 KOT 1 (Browse shelf(Opens below)) | 1 | Available | BUML23112286 |
CONTENTS
PART 1: UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining marketing for the 21st Century
The importance of Marketing
The scope of Marketing
E.tc.
Chapter 2: Developing Marketing Strategies and Plans
Marketing and Customer value
Corporate and Division Strategic Planning
E.tc
PART 2: CAPTURING MARKETING INSIGHTS
Chapter 3: Gathering Information and Scanning the environment
Components of a modern marketing information system
Internal records and marketing intelligence
E.tc
Chapter 4: Conducting Marketing Research and Forecasting Demand
The marketing research system
The marketing research process
Measuring marketing Productivity
E.tc
PART 3: CONNECTING WITH CUSTOMERS
Chapter 5: Creating customer value ,satisfaction and loyalty
Chapter 6: Analysing consumer markets
Chapter 7: Analysing Business markets
Chapter 8 : Identifying market segments and targets
PART 4: BUILDING STRONG BRANDS
Chapter 9: Creating brand equity
Chapter 10: Crafting the brand positioning
Chapter 11: Dealing with competition
PART 5: SHAPING THE MARKET OFFERIGS
Chapter 12: Setting product strategy
Chapter 13: Designing and managing services
Chapter 14: Developing Pricing Strategies and Programs
PART 6: DELIVERING VALUE
Chapter 15: designing and managing value networks and channels
Chapter 16: Managing retailing, wholesaling, and logistics
PART 7 : COMMUNICATING VALUE
Chapter 17: Designing and managing integrated marketing communications
Chapter 18: Managing mass communications: Advertising, Sales promotions, events and public relations
Chapter 19: Managing personal communications: Direct marketing and personal selling
PART 8: CREATING SUCCESSFUL LONG TERM GROWTH
Chapter 20: Introducing new market offerings
Chapter 21: Tapping into global markets
Chapter 22: Managing a holistic marketing organization
Includes glossary and index
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