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

Main Author Kotler, Philip, 1931- Publication London : Simon & Schuster, 1999 Description xiv, 257 p. ISBN 0684860384 Topical name Marketing
Marketing - Gestão
Marketing estratégico CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8 KOT 5063 Available 5063
Book Biblioteca IPAM Porto
658.8 KOT 2537 Available 2537
Total holds: 0

Contents

Part I - Strategic marketing

1. Building a profitable business through world-class marketing
2. Using marketing to understand, create, communicate, and deliver value
3. Identifying market opportunities and developing targeted value offerings
4. Developing value propositions and building brand equity

Part II - Tactical marketing

5. Developing and using market intelligence
6. Designing the marketing mix
7. Acquiring, retaining, and growing customers
8. Designing and delivering more customer value

Part III - Administrative marketing

9. Planning and organizing for more effective marketing
10. Evaluating and controlling marketing performance

Part IV - Transformational marketing

11. Adapting to the new age of electronic marketing

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