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Marketing management /

By: Contributor(s): Material type: TextTextPublication details: Toronto : Prentice Hall Canada, c2001.Edition: Canadian 10th edDescription: xxiv, 775 pages : IllustrationsISBN:
  • 0130144290
  • 9780130144294
Subject(s): LOC classification:
  • HF 5415.13 KOT
Online resources:
Contents:
pt. I. Understanding marketing management -- 1. Marketing in the twenty-first century -- 2. Building customer satisfaction, value, and retention -- 3. Winning markets: market-oriented strategic planning -- -- pt. II. Analyzing marketing opportunities -- 4. Gathering information and measuring market demand -- 5. Scanning the marketing environment -- 6. Analyzing consumer markets and buying behaviour -- 7. Analyzing business markets and business buying behaviour -- 8. Dealing with the competition -- 9. Identifying market segments and selecting target markets -- -- pt. III. Developing marketing strategies -- 10. Positioning the market offering through the product life cycle -- 11. Developing new products -- 12. Designing global market offerings -- -- pt. IV. Making marketing decisions -- 13. Managing product lines and brands -- 14. Designing and managing services -- 15. Designing pricing strategies and programs -- -- pt. V. Managing and delivering marketing programs -- 16. Managing marketing channels -- 17. Managing retailing, wholesaling, and market logistics -- 18. Managing integrated marketing communications -- 19. Managing advertising, sales promotion, and public relations -- 20. Managing the sales force -- 21. Managing direct and on-line marketing -- 22. Managing the total marketing effort.
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Holdings
Item type Current library Call number Status Date due Barcode
Book GIMPA Main Reference Section HF 5415.13 KOT (Browse shelf(Opens below)) Available 69591
Book GIMPA Main General Stack HF 5415.13 KOT (Browse shelf(Opens below)) Available 69592

Includes bibliographical references and index.

pt. I. Understanding marketing management -- 1. Marketing in the twenty-first century -- 2. Building customer satisfaction, value, and retention -- 3. Winning markets: market-oriented strategic planning -- -- pt. II. Analyzing marketing opportunities -- 4. Gathering information and measuring market demand -- 5. Scanning the marketing environment -- 6. Analyzing consumer markets and buying behaviour -- 7. Analyzing business markets and business buying behaviour -- 8. Dealing with the competition -- 9. Identifying market segments and selecting target markets -- -- pt. III. Developing marketing strategies -- 10. Positioning the market offering through the product life cycle -- 11. Developing new products -- 12. Designing global market offerings -- -- pt. IV. Making marketing decisions -- 13. Managing product lines and brands -- 14. Designing and managing services -- 15. Designing pricing strategies and programs -- -- pt. V. Managing and delivering marketing programs -- 16. Managing marketing channels -- 17. Managing retailing, wholesaling, and market logistics -- 18. Managing integrated marketing communications -- 19. Managing advertising, sales promotion, and public relations -- 20. Managing the sales force -- 21. Managing direct and on-line marketing -- 22. Managing the total marketing effort.

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