ISBN 9788126507030,KELLOGG ON MARKETING

KELLOGG ON MARKETING

Author:

Philip Kotler

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ISBN 9788126507030
Publisher

Wiley India Pvt Ltd

Publication Year 2006
ISBN-13

ISBN 9788126507030

ISBN-10 8126507039
Binding

Hardcover

Number of Pages 452 Pages
Language (English)
Subject

Business

The book includes an overview from international marketing guru, Philip Kotler and contains chapters written by individual professors that explore cutting-edge marketing strategy from multiple perspectives. Three key areas of discussion include: a new twist on fundamental marketing concepts-segmentation, targeting, and positioning; marketplace tools, referred to as the 4P's (product, price, promotion, place); and a look at the future of marketing. This book builds on the successful model of Wharton on Dynamic Competitive Strategy. Table of contents : Part I: Strategy: Thinking about the Customer and Marketplace Segmentation and Targeting Brand Positioning Brand Design Creating and Managing Brands Market-Driving Strategies: Toward a New Concept of Competitive Advantage Managing New Product Development for Strategic Competitive Advantage Part II: Intelligence: Learning about the Customer and Marketplace Understanding Consumers Qualitative Inquiry in Marketing and Consumer Research Quantitative Marketing Research Part III: Implementation: Managing the Marketplace Advertising Strategy Market Channel Design and Management Pricing Strategies and Tactics Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles Services Marketing and Customer Service Managing Market Offerings in Business Markets The Successful Selling Organization Marketing in the Age of Information Democracy About the Contributors Index Market Description : Marketing Executives Marketing Managers Executive Education and MBA Programs Marketing Consultants About Author : Dawn Iacobucci is Professor of Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.
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