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Marketing management / Philip Kotler, Kevin Lane Keller.

By: Contributor(s): Material type: TextLanguage: English Publication details: Upper Saddle River, NJ : Pearson Prentice Hall, c2006.Edition: 12th editionDescription: xxxix, 733 [45] p. : col. ill. ; 28 cmISBN:
  • 0131457578
  • 9780131457577
Subject(s): DDC classification:
  • 658.8
LOC classification:
  • HF 5415.13 K87m 2006
Online resources:
Contents:
Understanding Marketing ManagementChapter 1 - Defining Marketing for the 21st Century Chapter 2 - Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights Chapter 3 - Gathering Information & Scanning the Environment Chapter 4 - Conducting Marketing Research & Forecasting DemandPart III. Connecting with CustomersChapter 5 - Creating Customer Value, Satisfaction, & Loyalty Chapter 6 - Analyzing Consumer Markets Chapter 7 - Analyzing Business Markets Chapter 8 - Identifying Market Segments & TargetsPart IV. Building Strong BrandsChapter 9 - Creating Brand Equity Chapter 10 - Crafting the Brand Positioning Chapter 11 - Dealing with Competition Part V. Shaping the Market OfferingsChapter 12 - Setting Product Strategy Chapter 13 - Designing & Managing Services Chapter 14 - Developing Pricing Strategies & ProgramsPart VI. Delivering ValueChapter 15 - Designing & Managing Value Networks & Channels Chapter 16 - Managing Retailing, Wholesaling & LogisticsPart VII. Communicating ValueChapter 17 - Designing & Managing Integrated Marketing Communications Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales ForcePart VIII. Creating Long-Term GrowthChapter 20 - Introducing New Market Offerings Chapter 21 - Tapping into Global Markets Chapter 22 - Managing a Holistic Marketing Organization
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Holdings
Item type Current library Home library Collection Shelving location Call number Copy number Status Barcode
Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HF 5415.13 K87m 2006 (Browse shelf(Opens below)) 1 Available 00000027877

Includes bibliographical references and index.

Understanding Marketing ManagementChapter 1 - Defining Marketing for the 21st Century Chapter 2 - Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights Chapter 3 - Gathering Information & Scanning the Environment Chapter 4 - Conducting Marketing Research & Forecasting DemandPart III. Connecting with CustomersChapter 5 - Creating Customer Value, Satisfaction, & Loyalty Chapter 6 - Analyzing Consumer Markets Chapter 7 - Analyzing Business Markets Chapter 8 - Identifying Market Segments & TargetsPart IV. Building Strong BrandsChapter 9 - Creating Brand Equity Chapter 10 - Crafting the Brand Positioning Chapter 11 - Dealing with Competition Part V. Shaping the Market OfferingsChapter 12 - Setting Product Strategy Chapter 13 - Designing & Managing Services Chapter 14 - Developing Pricing Strategies & ProgramsPart VI. Delivering ValueChapter 15 - Designing & Managing Value Networks & Channels Chapter 16 - Managing Retailing, Wholesaling & LogisticsPart VII. Communicating ValueChapter 17 - Designing & Managing Integrated Marketing Communications Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales ForcePart VIII. Creating Long-Term GrowthChapter 20 - Introducing New Market Offerings Chapter 21 - Tapping into Global Markets Chapter 22 - Managing a Holistic Marketing Organization

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