Marketing management (Book, 2012) [WorldCat.org]
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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
Summary:
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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Details

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 --
Glossary.
Responsibility: Philip Kotler, Kevin Lane Keller.

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  Read more...

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