Marketing management

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The American edition of 'Marketing Management' is a leading marketing text because its content and organisation consistently reflect changes in marketing theory and practice. This European edition explores the challenges facing European marketing practitioners.

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Title Statements

Full title :Marketing management / Philip Kotler [and others].

Summary

Edition Statements

Publication Date:2009.
Edition:European ed

Publication Statements

Publisher(s):Financial Times Prentice Hall
Place of Publication:Harlow
Language:eng
Publication Date:2009.

The Physical Object

Description:xxxviii, 889 p. : : ill. ; : 28 cm.

Edition Identifiers

ISBN:9780273718567, 0273718568
oclc:ocn297800602
LC Classification:HF5415.13
Dewey Decimal:658.802

pt. 1. Understanding marketing management. Introduction to marketing -- Understanding marketing management -- Developing marketing strategies and plans -- Managing digital technology in marketing -- pt. 2. Capturing marketing insights. The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- pt. 3. Connecting with customers. Identifying, analysing and creating target market differentiating and positioning strategies -- Creating customer value, satisfaction and loyalty -- pt. 4. Building strong brands. Creating and managing brands and brand equity -- Devising a contemporary branding strategy -- pt. 5. Shaping the market offering. Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- pt. 6. Delivering value. Designing and managing supply networks -- Managing the service process and the consumer interface -- pt. 7. Communicating value. Designing and managing marketing communications -- Managing mass and personal communications -- pt. 8. Managing marketing implement…