Marketing management

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This title features all the accessibility, theoretical rigour and managerial relevance of the global best-seller 'Marketing Management' plus European structure, European examples, the work of European academics, and bespoke online resources.

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Title Statements

Full title :Marketing management / Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen.

Summary

Edition Statements

Publication Date:2016.
Edition:3rd ed

Publication Statements

Publisher(s):Pearson
Place of Publication:New York
Language:eng
Publication Date:2016.

Notes

Revised edition of Marketing management, 2012.

The Physical Object

Description:xxxiv, 942 pages

Edition Identifiers

ISBN:9781292093239, 1292093234
oclc:ocn933584981
LC Classification:HF5415.13
Dewey Decimal:658.8

Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- I…