| LEADER 00000nam 2200000uu 4500 |
| 008 121015s2009||||th 000 0 eng d |
| 020 ^a9780131357976 |
| 020 ^a0131357972 |
| 099 ^a^aMK 17 |
| 100 1 ^aKotler, Philip |
| 245 10 ^aMarketing management /^cPhilip Kotler, Kevin Lane Keller |
| 250 ^a13th ed |
| 260 ^aUpper Saddle River, N.J. :^bPearson Prentice Hall,^c2009 |
| 300 ^a1 v. (various pagings) :^bcol. ill. ;^c29 cm |
| 504 ^aIncludes bibliographical references and index |
| 505 2 ^aUnderstanding marketing management -- Defining marketingfor the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Connecting with customers -- Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Building with customers -- 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 -- Delivering value -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics-- Communicating value -- Sesigning and managing integrated marketing communications -- Managing mass communication: advertising, sales promotions, events and experiences, and public relations -- Managing personal communications: direct and interactive marketing, word of mouth, and personal selling -- Creating successful long-term growth -- Introducing new market offerings -- Tappinginto global markets -- Managing a holistic marketing organization for the Long run |
| 650 0 ^aMarketing^xManagement |
| 700 1 ^aKeller, Kevin Lane,^d1956- |
| 999 ^aไชยวัฒน์ วงค์สุวรรณ์ |
MBS Library Management - v5.7
แสดงรายละเอียดบรรณานุกรม
QR code
ปิดหน้าต่าง
ขอยืม
Copyright 2025. All Rights Reserved.