Marketing management
By: Philip Kotler ... [et al.].
Edition: 2nd European ed.
Publisher: Pearson
Published: 2012
Place of publication: New York
Language: eng
Number of pages: 1022
ISBN-13: 9780273743613
Subjects: Marketing; Management
Notes: Includes bibliographical references and index.
Table of contents: title: Preface; title: Acknowledgements; title: Publisher's acknowledgements; title: Introduction to marketing; title: Understanding marketing management within a global context; title: Developing marketing strategies and plans; title: Managing digital technology in marketing; title: Capturing marketing insights; title: The changing marketing environment and information management; title: Managing market research and forecasting; title: Analysing consumer markets; title: Analysing business markets; title: Dealing with competition; title: Connecting with customers; title: Seeking and developing target marketing differentiation strategies; title: Creating customer value, satisfaction and loyalty; title: Building strong brands; title: Creating and managing brands and brand equity; title: Digital and global brand management strategies; title: Designing, developing, and managing market offerings; title: Shaping the market offering; title: Designing, developing and managing market offerings; title: Introducing new market offerings; title: Developing and managing pricing strategies; title: Delivering value; title: Designing and managing integrated marketing channels and global value networks; title: Managing process, people, and physical evidence at the consumer interface; title: Communicating value; title: Designing and managing marketing communications; title: Managing mass and personal communications; title: Managing marketing implementation and control; title: Implementing marketing management; title: Managing marketing metrics; title: Glossary; title: Name index; title: Organisation and brand index.