TY  - BOOK
AU  - Kotler,Philip
TI  - Marketing management
SN  - 9781292248448
AV  - HF5415.13 .M35224 2012
U1  - 658.8 MAR 23
PY  - 2019///
CY  - Harlow, England, New York
PB  - Pearson
KW  - Marketing
KW  - Europe
KW  - Management
N1  - Includes bibliographical references and index; Preface -- Acknowledgements -- Publisher's acknowledgements -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Building strong brands -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Designing, developing, and managing market offerings -- Shaping the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people, and physical evidence at the consumer interface -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics -- Glossary -- Name index -- Organisation and brand index
UR  - http://41.59.100.242:80/cgi-bin/koha/opac-retrieve-file.pl?id=0951101f27b4778515215ed3eeedf233
ER  -