Marketing management / Philip Kotler, Kevin Lane Keller.  (Text) (Text)

Kotler, Philip
Keller, Kevin Lane, 1956-
Call no.: HF5415.13 .K6 2016Publication: Boston : Pearson, c2016Edition: 15th edDescription: xxii, 692, [118] p. : col. illISBN: 9780133856460; 0133856461Subject(s): Marketing -- ManagementMK 312 Highly correlatedกต 312 Highly correlatedMK 319 Highly correlatedกต 319 Highly correlatedMK 412 Highly correlatedกต 412 Highly correlatedบธ 630 Highly correlatedBA 630 Highly correlatedบธ 631 Highly correlatedGI 602 Highly correlatedธป 602 Highly correlatedLOC classification: HF5415.13 | .K6 2016
Contents:Part 1. Understanding Marketing Management -- 1. Defining Marketing for the New Realities -- 2. Developing Marketing Strategies and Plans -- Part 2. Capturing Marketing Insights -- 3. Collecting Information and Forecasting Demand -- 4. Conducting Marketing Research -- Part 3. Connecting with Customers -- 5. Creating Long-term Loyalty Relationships -- 6. Analyzing Consumer Markets -- 7. Analyzing Business Markets -- 8. Tapping into Global Markets -- Part 4. Building Strong Brands -- 9. Identifying Market Segments and Targets -- 10. Crafting the Brand Positioning -- 11. Creating Brand Equity -- 12. Meeting Competition and Driving Growth -- Part 5. Shaping the Market Offerings -- 13. Setting Product Strategy -- 14. Designing and Managing Services -- 15. Introducing New Market Offerings -- 16. Developing Pricing Strategies and Programs -- Part 6. Delivering Value -- 17. Designing and Managing Integrated Marketing Channels -- 18. Managing Retailing, Wholesaling, and Logistics -- Part 7. Communicating Value -- 19. Designing and Managing Integrated Marketing Communications -- 20. Managing Digital Communications: Online, Social Media and Mobile Marketing -- 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations -- 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization -- 23. Conducting Marketing Responsibly for Long-Term Success.
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Book Book Professor Sangvian Indaravijaya Library
General Books General Stacks HF5415.13 .K6 2016 (เรียกดูชั้นหนังสือ) ยืมออก 31/08/2022 31379014731872

RB411

MK319-324

MK317-319

MK312

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Includes bibliographical references and index.

Part 1. Understanding Marketing Management -- 1. Defining Marketing for the New Realities -- 2. Developing Marketing Strategies and Plans -- Part 2. Capturing Marketing Insights -- 3. Collecting Information and Forecasting Demand -- 4. Conducting Marketing Research -- Part 3. Connecting with Customers -- 5. Creating Long-term Loyalty Relationships -- 6. Analyzing Consumer Markets -- 7. Analyzing Business Markets -- 8. Tapping into Global Markets -- Part 4. Building Strong Brands -- 9. Identifying Market Segments and Targets -- 10. Crafting the Brand Positioning -- 11. Creating Brand Equity -- 12. Meeting Competition and Driving Growth -- Part 5. Shaping the Market Offerings -- 13. Setting Product Strategy -- 14. Designing and Managing Services -- 15. Introducing New Market Offerings -- 16. Developing Pricing Strategies and Programs -- Part 6. Delivering Value -- 17. Designing and Managing Integrated Marketing Channels -- 18. Managing Retailing, Wholesaling, and Logistics -- Part 7. Communicating Value -- 19. Designing and Managing Integrated Marketing Communications -- 20. Managing Digital Communications: Online, Social Media and Mobile Marketing -- 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations -- 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization -- 23. Conducting Marketing Responsibly for Long-Term Success.

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