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E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/189700343 Title: Marketing management Author: Philip Kotler; Kevin Lane Keller Publisher: Upper Saddle River, N.J. : Pearson Prentice Hall, ©2009. ISBN/ISSN: 9780136009986 0136009980 9780131357976 0131357972 OCLC:189700343

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Marketing management

Author:	Philip Kotler; Kevin Lane Keller
Publisher:	Upper Saddle River, N.J. : Pearson Prentice Hall, ©2009.
Edition/Format:	Book : English : 13th edView all editions and formats
Summary:	This is the 13th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
Rating:	based on 1 rating(s) 0 with reviews - Be the first.

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Details

Material Type:	Internet resource
Document Type:	Book, Internet Resource
All Authors / Contributors:	Philip Kotler; Kevin Lane Keller Find more information about:
ISBN:	9780136009986 0136009980 9780131357976 0131357972
OCLC Number:	189700343
Description:	1 v. (various pagings) : col. ill. ; 29 cm.
Contents:	pt. 1. Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- pt. 2. Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- pt. 3. Connecting with customers -- Creating customer value, satisfation, and loyalty -- Analyzing consumer & business markets -- Identifying market segments and targets -- pt. 4. Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- pt. 6. Delivering value -- Designing and managing integrated marketing -- Managing retailing, wholesaling, and logistics -- pt. 7. Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events and experiences, and public relations -- Managing, word of mouth, and personal selling -- pt. 8. Creating successful long-term growth -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization.
Responsibility:	Philip Kotler, Kevin Lane Keller.
More information:	Table of contents only

Abstract:

For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in Read more...

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