Normal view MARC view ISBD view

Kotler on marketing : how to create, win, and dominate markets

By: Kotler, PhilipMaterial type: Text

Contents:

Strategic marketing. Building profitable businesses through world-class marketing -- Using marketing to understand, create, communicate, and deliver value -- Identifying market opportunities and developing targeted value offerings -- Developing value propositions and building brand equity. Tactical marketing. Developing and using market intelligence -- Designing the marketing mix -- Acquiring, retaining, and growing customers -- Designing and delivering more customer value. Administrative marketing. Planning and organizing for more effective marketing -- Evaluating and controlling marketing performance. Transformational marketing. Adapting to the new age of electronic marketing. Appendix. Characteristics, success strategies, and marketing department roles in different types of industrial businesses.

Summary: Kotler on Marketing offers his essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes ( 3 )
Comments ( 0 )

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.8 KOT (Browse shelf(Opens below))	Available		005125

Total holds: 0

Includes index

Strategic marketing. Building profitable businesses through world-class marketing --
Using marketing to understand, create, communicate, and deliver value --
Identifying market opportunities and developing targeted value offerings --
Developing value propositions and building brand equity. Tactical marketing. Developing and using market intelligence --
Designing the marketing mix --
Acquiring, retaining, and growing customers --
Designing and delivering more customer value. Administrative marketing. Planning and organizing for more effective marketing --
Evaluating and controlling marketing performance. Transformational marketing. Adapting to the new age of electronic marketing. Appendix. Characteristics, success strategies, and marketing department roles in different types of industrial businesses.

Kotler on Marketing offers his essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors.

There are no comments on this title.

to post a comment.