Marketing management

Author(s)

• Kotler, Philip
• Keller, Kevin Lane

Bibliographic Information

Marketing management

Philip Kotler, Kevin Lane Keller

（Pearson one）

Pearson Prentice Hall, c2009

13th ed

Note

Includes bibliographical references (4th group of paging) and index

Description and Table of Contents

Description

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.

Table of Contents

PART 1: UNDERSTANDING MARKETING MANAGEMENT Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and Plans PART 2: CAPTURING MARKETING INSIGHTS Chapter 3: Gathering Information and Scanning the Environment Chapter 4: Conducting Marketing Research and Forecasting Demand PART 3: CONNECTING WITH CUSTOMERS Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Chapter 6: Analyzing Consumer Markets Chapter 7: Analyzing Business Markets Chapter 8: Identifying Market Segments and Targets PART 4: BUILDING STRONG BRANDS Chapter 9: Creating Brand Equity Chapter 10: Crafting the Brand Positioning Chapter 11: Dealing with Competition PART 5: SHAPING THE MARKET OFFERINGS Chapter 12: Setting Product Strategy Chapter 13: Designing and Managing Services Chapter 14: Developing Pricing Strategies and Programs PART 6: DELIVERING VALUE Chapter 15: Designing and Managing Integrated Marketing Channels Chapter 16: Managing Retailing, Wholesaling, and Logistics PART 7: COMMUNICATING VALUE Chapter 17: Designing and Managing Integrated Marketing Communications Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations Chapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH Chapter 20: Introducing New Market Offerings Chapter 21: Tapping into Global Markets Chapter 22: Managing a Holistic Marketing Organization

by "Nielsen BookData"

Details

• NCID: BA85471439
• ISBN:
  • 9780136009986
• LCCN: 2008000337
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Upper Saddle River, N.J.
• Pages/Volumes: xl, 662, 14, 66, 8, 2, 24 p.
• Size: 29 cm
• Classification:
  • LCC : HF5415.13
  • DC22 : 658.8
  • NDLC : DH411
• Subject Headings:
  • LCSH : Marketing -- Management
• Parent Bibliography ID:
  • BA89715852