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Marketing management: a South asian perspective/ Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha.

By: Kotler, PhilipContributor(s): Keller, Kevin Lane | Koshy, Abraham | Jha, MithileshwarMaterial type: Text

TextPublication details: New Delhi: Pearson Prentice Hall, 2009Edition: 13th edDescription: xlvii, 647 p 26 cmISBN: 9788131716830Subject(s): Marketing -- ManagementDDC classification: 658.87

Contents:

pt.1. Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- pt. 2. Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- pt. 3. Connecting with customers -- Creating customer value, satisfation, and loyalty -- Analyzing consumer & business markets -- Identifying market segments and targets -- pt. 4. Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- pt. 5.Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- pt. 6. Delivering value -- Designing and managing integrated marketing -- Managing retailing, wholesaling, and logistics -- pt. 7. Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events and experiences, and public relations -- Managing, word of mouth, and personal selling -- pt. 8. Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University	658.87 KOT/M (Browse shelf(Opens below))	Available		P18748

Total holds: 0

pt.1. Understanding marketing management --
Defining marketing for the 21st century --
Developing marketing strategies and plans --

pt. 2. Capturing marketing insights --
Gathering information and scanning the environment --
Conducting marketing research and forecasting demand --

pt. 3. Connecting with customers --
Creating customer value, satisfation, and loyalty --
Analyzing consumer & business markets --
Identifying market segments and targets --

pt. 4. Building strong brands --
Creating brand equity --
Crafting the brand positioning --
Dealing with competition --

pt. 5.Shaping the market offerings --
Setting product strategy --
Designing and managing services --
Developing pricing strategies and programs --

pt. 6. Delivering value --
Designing and managing integrated marketing --
Managing retailing, wholesaling, and logistics --

pt. 7. Communicating value --
Designing and managing integrated marketing communications --
Managing mass communications : advertising, sales promotions, events and experiences, and public relations --
Managing, word of mouth, and personal selling --

pt. 8. Creating successful long-term growth --
Introducing new market offerings --
Tapping into global markets --
Managing a holistic marketing organization.

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