Marketing management (Book, 2009) []
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Marketing management

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
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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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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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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