Marketing management (Book, 2009) [WorldCat.org]
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Marketing management
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Marketing management

Author: Philip Kotler; Kevin Lane Keller
Publisher: Upper Saddle River, N.J. : Pearson Prentice Hall, ©2009.
Edition/Format:   Print 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.
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Philip Kotler; Kevin Lane Keller
ISBN: 9780136009986 0136009980 9780131357976 0131357972 9781282645417 1282645412 9780273718819 0273718819
OCLC Number: 189700343
Description: 1 volume (various pagings) : color illustrations ; 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.
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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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