Marketing management / Philip Kotler, Kevin Lane Keller.
Material type: TextPublication details: Harlow : Pearson Education, c2012.Edition: 14th ed., Global edDescription: 1 v. (various pagings) : ill. ; 28 cmISBN:- 9780273753360:
- 9780273753391
- 0273753363
- 658.8
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CW_IAA
Previous ed.: 2009.
CW018, CW819
CW_BXPAM_M
Includes bibliographical references and index.
[ Understanding Marketing Management] Defining Marketing for the 21st Century -- Developing Marketing Strategies and Plans
[Capturing Marketing Insights] Gathering Information and Scanning the Environment -- Conducting Marketing Research and Forecasting on Demand
[Connecting with Customers] Creating Long-term Loyalty Relationships -- Analyzing Consumer Markets -- Analyzing Business Markets -- Identifying Market Segments and Targets
[Building Strong Brands] Creating Brand Equity -- Crafting the Brand Position -- Competitive Dynamics
[Shaping the Market] Setting Product Strategy -- Designing and Managing Services -- Developing Pricing Strategies and Programs
[Delivering Value] Designing and Managing Integrated Marketing -- Managing Retailing, Wholesaling, and Logistics
[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
[Creating Successful Long-Term Growth] Introducing New Marketing Offerings -- Tapping into Global Markets -- Managing a Holistic Marketing Organization
58.10