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Marketing management

Author: Philip Kotler; Kevin Lane Keller
Publisher: New Dehli : Prentice Hall India, ©2008.
Edition/Format:   Print book : English : 13th edView all editions and formats
Summary:
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on  Read more...
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Document Type: Book
All Authors / Contributors: Philip Kotler; Kevin Lane Keller
ISBN: 9788120335707 8120335708 9780136009986 0136009980
OCLC Number: 338288839
Description: xxxvii, 662, [124] pages : illustrations ; 26 cm
Contents: pt. 1: Understanding marketing management --ch. 1. Defining marketing for the twenty-first century --ch. 2. Adapting marketing to the new economy --ch. 3. Building customer satisfaction, value, and retention --pt. 2: Analyzing marketing opportunities --ch. 4. Winning markets through market-oriented strategic planning --ch. 5. Gathering information and measuring market demand --ch. 6. Scanning the marketing environment --ch. 7. Analyzing consumer markets and buyer behavior --ch. 8. Analyzing business markets and business buying behavior --ch. 9. Dealing with the competition --ch. 10. Identifying market segments and selecting target markets ...
Responsibility: Philip Kotler, Kevin Lane Keller.

Abstract:

This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

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