Library of American University of Madaba
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Kotler, Philip.
Marketing management / Philip Kotler, Kevin Lane Keller. - 15th., global ed. - Harlow, England ; Boston, MA : Pearson Education, 2016. - 714, [97] p. : col. ill. ; 28 cm. - Always learning .
Include student access code
Include index.
Preface -- Acknowledgements -- Publisher's acknowledgements -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Building strong brands -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Designing, developing, and managing market offerings -- Shaping the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people, and physical evidence at the consumer interface -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics -- Glossary -- Name index -- Organisation and brand index.
9781292092621 1292092629 9781292092737
Marketing--Management.--Europe
Marketing--management
HF5415.13 / .M35224 2012
658.8 / K874
Marketing management / Philip Kotler, Kevin Lane Keller. - 15th., global ed. - Harlow, England ; Boston, MA : Pearson Education, 2016. - 714, [97] p. : col. ill. ; 28 cm. - Always learning .
Include student access code
Include index.
Preface -- Acknowledgements -- Publisher's acknowledgements -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Building strong brands -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Designing, developing, and managing market offerings -- Shaping the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people, and physical evidence at the consumer interface -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics -- Glossary -- Name index -- Organisation and brand index.
9781292092621 1292092629 9781292092737
Marketing--Management.--Europe
Marketing--management
HF5415.13 / .M35224 2012
658.8 / K874