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A framework for marketing management / Philip Kotler.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2001.Description: xv, 352p. : ill. ; 24cmISBN:
  • 0130185256
Subject(s): DDC classification:
  • 658.8 KOT
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan Moylish Library Main Collection 658.8 KOT (Browse shelf(Opens below)) 1 Available 39002100368480
Standard Loan Thurles Library Main Collection 658.8 KOT (Browse shelf(Opens below)) Available R11845KRCT
Standard Loan Thurles Library Main Collection 658.8 KOT (Browse shelf(Opens below)) Available R12258KRCT

Enhanced descriptions from Syndetics:

For courses in Marketing Management and Marketing Strategy appropriate for undergraduate and graduate courses. A Framework for Marketing Management has taken the basics from Kotlers successful Marketing Management text and synthesized it into a concise, power-packed version, without excess clutter. It includes all the elements of a successful marketing text such as how to analyze the market, develop strategies, and deliver and manage successful marketing programs. This streamlined approach offers greater classroom flexibility and is designed to allow for the seamless integration of CD-ROM simulations, cases, or internet activities. *Concise: only the basics. * Allows instructors to bring their own unique perspectives and combine them with real world simulations and new media technologies. *Coverage of online marketing. *Consumer and business buying behaviors discussed. *A full package of innovative supplements enhance the educational experience. Companion website: www.prenhall.com/kotler

"'A framework for marketing management' is a condensed version of 'Marketing management'"--Preface.

Includes bibliographical references and index.

Table of contents provided by Syndetics

  • Part I Understanding Marketing Management
  • 1 Defining Marketing for the 21 st Century
  • 2 Developing and Implementing Marketing Strategies and Plans
  • 3 Understanding Markets, Market Demand, and the Marketing Environment
  • Part II Connecting with Customers
  • 4 Creating Customer Value, Satisfaction, and Loyalty
  • 5 Analyzing Consumer Markets
  • 6 Analyzing Business Markets
  • 7 Identifying Market Segments and Targets
  • Part III Building Strong Brands
  • 8 Creating Brand Equity
  • 9 Creating Positioning and Dealing with Competition
  • Part IV Shaping the Market Offerings
  • 10 Setting Product Strategy and Marketing Through the Life Cycle
  • 11 Designing and Managing Services
  • 12 Developing Pricing Strategies and Programs
  • Part V Delivering Value
  • 13 Designing and Managing Value Networks and Channels
  • 14 Managing Retailing, Wholesaling, and Logistics
  • Part VI Communicating Value
  • 15 Designing and Managing Integrated Marketing Communications
  • 16 Managing Mass Communications
  • 17 Managing Personal Communications
  • Part VII Creating Successful Long-Term Growth
  • 18 Managing Marketing in the Global Economy

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