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Marketing management

By: Kotler, Philip.
Contributor(s): Keller, Kevin Lane.
Material type: materialTypeLabelBookPublisher: Delhi Pearson Education Asia 2006Edition: 12th.Description: xxxix, 120 p.ISBN: 8129711192.Subject(s): Marketing managementDDC classification: 658.8 Summary: Marketing management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of marketing management published in 1967 introduced the concept that companies must be customer and market driven. But there was little mention of what have now become fundamental topics such as segmentation, targeting, and positioning, concepts such as brand equity, customervalue analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, and integrated marketing communications were not even part of the market vocabulary then.
List(s) this item appears in: 2.MARKETING
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Books Vikram Sarabhai Library
Slot 2149 (2 Floor, East Wing) 658.8 K6M2/2006 (Browse shelf) Available FM (10-08-2016) 159207

Marketing management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of marketing management published in 1967 introduced the concept that companies must be customer and market driven. But there was little mention of what have now become fundamental topics such as segmentation, targeting, and positioning, concepts such as brand equity, customervalue analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, and integrated marketing communications were not even part of the market vocabulary then.

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