Marketing management (Book, 2012) []
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Marketing management

Author: Philip Kotler; Kevin Lane Keller
Publisher: Upper Saddle River, N.J. : Prentice Hall, [2012] ©2012
Edition/Format:   Print book : English : 14th editionView all editions and formats
Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.

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Document Type: Book
All Authors / Contributors: Philip Kotler; Kevin Lane Keller
ISBN: 9780132102926 0132102927 9780273753360 0273753363
OCLC Number: 678924608
Description: xxii, 657, [127] pages : color illustrations ; 29 cm
Contents: Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans --
Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research --
Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets --
Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics --
Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs --
Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics --
Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling --
Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run --
Appendix: Sonic marketing plan --
Responsibility: Philip Kotler, Kevin Lane Keller.


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  Read more...


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