PRINCIPLES OF MARKETING 18E GE - KOTLER 9781292341132

TITLE : PRINCIPLES OF MARKETING - PHILIP KOTLER

ISBN13 : 9781292341132

PUBLISHER : PEARSON (2020)

EDITION : 18E GLOBAL EDITION PAPERBACK

PAGES : 736 PAGES 

Table of Content

Part 1: INTRODUCTION

1 Introducing Service Operations Management

2 Understanding the Challenges for Operations Managers

Part 2: FRAME

3 Developing and Using the Service Concept

Part 3: CONNECT

4 Understanding Customers and Relationships

5 Managing Customer Expectations and Perceptions

6 Managing Supply Networks and Supplier Relationships

Part 4: DELIVER

7 Designing the Customer Experience

8 Designing the Service Process

9 Measuring, Controlling and Managing

10 Managing People

11 Managing Service Resources

Part 5: IMPROVE

12 Driving Continuous Improvement

13 Learning from Problems

14 Learning from Other Operations

Part 6: IMPLEMENT

15 Creating and Implementing the Strategy

16 Understanding and Influencing Culture

17 Building a World-class Service Organisation