AUMELBAS281

Marketing for Managers (Custom Edition eBook)

Philip Kotler
...show all

Marketing for Managers (Custom Edition eBook)

By Philip Kotler, Kevin Lane Keller
$65.00
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Overview
Author
Philip Kotler
...show all
Edition
1st
ISBN
9780655703310
Published Date
26/06/2020

This custom edition is published for the University of Adelaide.

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Table of contents
  • Chapters from Marketing Management 15th ed
    • Chapter 1: Defining Marketing for the New Realities
    • Chapter 2: Developing Marketing Strategies and Plans
    • Chapter 5: Creating Long-term Loyalty Relationships
    • Chapter 18: Managing Retailing, Wholesaling, and Logistics

  • Chapters from A Framework for Marketing Management 6th ed
    • Chapter 3: Capturing Marketing Insights and Forecasting Demand
    • Chapter 5: Analyzing Consumer and Business Markets
    • Chapter 6: Identifying Market Segments and Targets
    • Chapter 7: Crafting the Brand Positioning
    • Chapter 8: Creating Brand Equity and Driving Growth
    • Chapter 9: Setting Product Strategy and Introducing New Offerings
    • Chapter 11: Developing Pricing Strategies and Programs
    • Chapter 12: Designing and Managing Integrated Marketing Channels