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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. |
More information: |
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 marketing theory and practice.
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