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 | 39002100506303 | ||
Standard Loan | Moylish Library Main Collection | 658.8 KOT (Browse shelf(Opens below)) | 2 | Available | 39002100506295 |
Enhanced descriptions from Syndetics:
All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.
Previous ed.: 2009.
"Authorised adaptation from the United States edition"--Verso of t.p.
Formerly CIP. Uk
Includes bibliographical references and index.
Table of contents provided by Syndetics
- Part 1 Understanding Marketing Management
- Chapter 1 Introduction to Marketing
- Chapter 2 Understanding Marketing Management Within a Global Context
- Chapter 3 Developing Marketing Strategies and Plans
- Chapter 4 Managing Digital Technology in Marketing
- Part 2 Capturing Marketing Insights
- Chapter 5 The Changing Marketing Environment and Information Management
- Chapter 6 Managing Market Research and Forecasting
- Chapter 7 Analysing Consumer Markets
- Chapter 8 Analysing Business Markets
- Chapter 9 Dealing with Competition
- Part 3 Connecting With Customers
- Chapter 10 Seeking and Developing Target Marketing Differentiation Strategies
- Chapter 11 Creating Customer Value, Satisfaction and Loyalty
- Part 4 Building Strong Brands
- Chapter 12 Creating and Managing Brands and Brand Equity
- Chapter 13 Digital and Global Brand Management Strategies
- Part 5 Shaping the Market Offering
- Chapter 14 Designing, Developing and Managing Market Offerings
- Chapter 15 Introducing New Market Offerings
- Chapter 16 Developing and Managing Pricing Strategies
- Part 6 Delivering Value
- Chapter 17 Designing and Managing Integrated Marketing Channels and Global Value Networks
- Chapter 18 Managing Process, People and Physical Evidence at the Consumer Interface
- Part 7 Communicating Value
- Chapter 19 Designing and Managing Marketing Communications
- Chapter 20 Managing Mass and Personal Communications
- Part 8 Managing Marketing Implementation and Control
- Chapter 21 Implementing Marketing Management
- Chapter 22 Managing Marketing Metrics