Marketing management : a South Asian perspective / by Philip Kotler ... [et al.].

Contributor(s):

Kotler, Philip [author]

Material type:

TextPublication details: Delhi, India : Prentice Hall India (a Pearson Education Asia Company) , c2009Edition: 13th editionDescription: xlvii, 128 pages ; 28 cmISBN:

9788131716830

Subject(s):

Marketing -- Management

LOC classification:

HF 5415.13 .M36 2009

Contents:

1. Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- pt. 2. Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- pt. 3. Connecting with customers -- Creating customer value, satisfation, and loyalty -- Analyzing consumer & business markets -- Identifying market segments and targets -- pt. 4. Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- pt. 6. Delivering value -- Designing and managing integrated marketing -- Managing retailing, wholesaling, and logistics -- pt. 7. Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events and experiences, and public relations -- Managing, word of mouth, and personal selling -- pt. 8. Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization.

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Open Shelf	Albukhary International University LEVEL 2				HF 5415.13 .M36 2009 (Browse shelf(Opens below))					Available			1100031831
	Open Shelf	Albukhary International University LEVEL 2				HF 5415.13 .M36 2009 (Browse shelf(Opens below))					Available			1100029203

Total holds: 0

Includes index.

1. Understanding marketing management --
Defining marketing for the 21st century --
Developing marketing strategies and plans --
pt. 2. Capturing marketing insights --
Gathering information and scanning the environment --
Conducting marketing research and forecasting demand --
pt. 3. Connecting with customers --
Creating customer value, satisfation, and loyalty --
Analyzing consumer & business markets --
Identifying market segments and targets --
pt. 4. Building strong brands --
Creating brand equity --
Crafting the brand positioning --
Dealing with competition --
Shaping the market offerings --
Setting product strategy --
Designing and managing services --
Developing pricing strategies and programs --
pt. 6. Delivering value --
Designing and managing integrated marketing --
Managing retailing, wholesaling, and logistics --
pt. 7. Communicating value --
Designing and managing integrated marketing communications --
Managing mass communications : advertising, sales promotions, events and experiences, and public relations --
Managing, word of mouth, and personal selling --
pt. 8. Creating successful long-term growth --
Introducing new market offerings --
Tapping into global markets --
Managing a holistic marketing organization.

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