Marketing management [printed text] / Philip Kotler, Author ; Mairead Brady, Author  . -  Ist European ed. . - Harlow : Financial Times Prentice Hall, 2009 . - xxxviii, 889 p. : ill (col) ; 28 cm.
ISBN : 978-0-273-71856-7

Class number:

658.802

Contents note:

Part 1 Understanding marketing management 1. Defining Marketing : The European Context; 2. Understanding Marketing Management; 3. Developing Marketing Strategies and Plans; 4. Managing Digital Technology in Marketing. Part 2 Capturing marketing insights 5. The Changing Marketing Environment and Information Management; 6. Managing Market Research and Forecasting; 7. Analysing Consumer Markets; 8. Analysing Business Markets; 9. Dealing with the Competition Part 3 Connecting with customers 10. Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies; 11. Creating Customer Value, Satisfaction and Loyalty Part 4 Building strong brands 12. Creating and Managing Brand Equity; 13. Devising a Contemporary Branding Strategy Part 5 Shaping the market offering 14. Designing, Developing and Managing Market Offerings; 15. Introducing New Market Offerings; 16. Developing and Managing Pricing Strategies Part 6 Delivering value 17. Designing and Managing Supply Networks; 18. Managing Service Process and the Customer Interface Part 7 Communicating value 19. Designing and Managing Marketing Communications; 20. Managing Global and Personal Communications Part 8 Managing marketing implementation and control 21. Implementing Marketing Management; 22. Managing Marketing Metrics