TY  - BOOK
AU  - Kotler,Philip
AU  - Keller,Kevin Lane
TI  - Marketing management
SN  - 9780132102926
AV  - HF5415.13.K87.M375 2012 
KW  - Marketing
KW  - Management
KW  - Gestion
N1  - 2; 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
N2  - 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
ER  -