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Marketing management / Philip Kotler, Kevin Lane Keller.

By: Contributor(s): Material type: TextTextEdition: 14th editionDescription: xxii, 657, 127. pages : color illustrations ; 29 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780132102926
  • 9780273753360
Subject(s): LOC classification:
  • HF5415.13.K87.M375 2012
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.
Subject: 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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Holdings
Item type Current library Collection Call number Status Date due Barcode
Circulating Book (checkout times vary with patron status) Circulating Book (checkout times vary with patron status) G. Allen Fleece Library CIRCULATING COLLECTION Non-fiction HF5415.13.K87.M375 2012 (Browse shelf(Opens below)) Available 31923001881503

Includes bibliographies and index.

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.

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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