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Marketing Management : A South Asian Perspective / Philp Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha

By: Kotler, PhilipContributor(s): Keller, Kevin Lane | Koshy, Abraham | Jha, MithileshwarMaterial type: TextTextLanguage: English Publisher: New Delhi : Pearson Prentice Hall, 2014Edition: 14th edDescription: xlvii, 596 p.( I 30 ) : Colour illustrationISBN: 9788131767160Subject(s): MarketingDDC classification: 658.8
Contents:
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 -- 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 for the Long run.
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Item type Current location Call number Status Date due Barcode
Books Institute of Public Enterprise, Library
S Campus 		658.8 KOT.M (Browse shelf) Checked out 05/15/2024 42498
Books Institute of Public Enterprise, Library
S Campus 		658.8 KOT (Browse shelf) Available 35398
Books Institute of Public Enterprise, Library
658.8 KOT.M (Browse shelf) Lost and Paid For 35703
Books Institute of Public Enterprise, Library
S Campus 		658.8 KOT (Browse shelf) Available 35699
Books Institute of Public Enterprise, Library
S Campus 		658.8 KOT (Browse shelf) Available 35700
Books Institute of Public Enterprise, Library
Available 35702
Books Institute of Public Enterprise, Library
S Campus 		658.8 KOT (Browse shelf) Checked out 11/30/2022 35704

Includes index.

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 --
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 for the Long run.

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