Marketing management

Marketing management

by Kotler, Philip

Type Book
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This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and it…

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Title Statements

  • Full title :Marketing management / Philip Kotler, Kevin Lane Keller.

Summary

This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

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Edition Statements

  • Publication Date:©2008.
  • Edition:13th ed

Publication Statements

  • Publisher(s):Prentice Hall India
  • Place of Publication:New Dehli
  • Language:eng
  • Publication Date:©2008.

The Physical Object

  • Description:xxxvii, 662, [124] pages : : illustrations ; : 26 cm

Edition Identifiers

  • ISBN:9788120335707, 8120335708, 9780136009986, 0136009980
  • oclc:ocn338288839
  • LC Classification:HF5415.13
  • Dewey Decimal:658.8

Table of Contents

pt. 1: Understanding marketing management --ch. 1. Defining marketing for the twenty-first century --ch. 2. Adapting marketing to the new economy --ch. 3. Building customer satisfaction, value, and retention --pt. 2: Analyzing marketing opportunities --ch. 4. Winning markets through market-oriented strategic planning --ch. 5. Gathering information and measuring market demand --ch. 6. Scanning the marketing environment --ch. 7. Analyzing consumer markets and buyer behavior --ch. 8. Analyzing business markets and business buying behavior --ch. 9. Dealing with the competition --ch. 10. Identifying market segments and selecting target markets ...

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Subjects

Marketing -- Gestion Marketing -- Management

Writers

Kotler, Philip Keller, Kevin Lane

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