A framework for marketing management /
Kotler, Philip.
A framework for marketing management / Philip Kotler. - Third edition. - xxii, 360 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Part One Understanding marketing management --
Defining marketing for the twenty-first century --
Developing and implementing marketing strategies and plans --
Understanding markets, market demand, and the marketing environment --
Part Two Connecting with customers --
Creating customer value, satisfaction, and loyalty --
Analyzing consumer markets --
Analyzing business markets --
Identifying market segments and targets --
Part Three Building strong brands --
Creating brand equity --
Creating positioning and dealing with competition --
Part Four Shaping the market offerings --
Setting product strategy and marketing through the life cycle --
Designing and managing services --
Designing pricing strategies and programs --
Part Five Delivering value --
Designing and managing value networks and channels --
Managing retailing, wholesaling, and logistics --
Part Six Communicating value --
Designing and managing integrated marketing communications --
Managing mass communications --
Managing personal communications --
Part Seven Creating successful long-term growth --
Managing marketing in the global economy.
The Internet is changing the way that consumers buy, and the way that companies buy from each other. This updated text includes these new ways of buying and selling, showing how marketers can make the most of the new technology.
0131452584
Marketing--Management.
658.8 / K.P.F
A framework for marketing management / Philip Kotler. - Third edition. - xxii, 360 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Part One Understanding marketing management --
Defining marketing for the twenty-first century --
Developing and implementing marketing strategies and plans --
Understanding markets, market demand, and the marketing environment --
Part Two Connecting with customers --
Creating customer value, satisfaction, and loyalty --
Analyzing consumer markets --
Analyzing business markets --
Identifying market segments and targets --
Part Three Building strong brands --
Creating brand equity --
Creating positioning and dealing with competition --
Part Four Shaping the market offerings --
Setting product strategy and marketing through the life cycle --
Designing and managing services --
Designing pricing strategies and programs --
Part Five Delivering value --
Designing and managing value networks and channels --
Managing retailing, wholesaling, and logistics --
Part Six Communicating value --
Designing and managing integrated marketing communications --
Managing mass communications --
Managing personal communications --
Part Seven Creating successful long-term growth --
Managing marketing in the global economy.
The Internet is changing the way that consumers buy, and the way that companies buy from each other. This updated text includes these new ways of buying and selling, showing how marketers can make the most of the new technology.
0131452584
Marketing--Management.
658.8 / K.P.F