Marketing management
This is the 13th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
Read More ↓Title Statements
- Full title :Marketing management / Philip Kotler, Kevin Lane Keller.
Summary
This is the 13th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
Read More ↓Edition Statements
- Publication Date:©2009.
- Edition:13th ed
Publication Statements
- Publisher(s):Pearson Prentice Hall
- Place of Publication:Upper Saddle River, N.J
- Language:eng
- Publication Date:©2009.
The Physical Object
- Description:1 volume (various pagings) : : color illustrations ; : 29 cm
Edition Identifiers
- ISBN:9780136009986, 0136009980, 9780131357976, 0131357972, 9781282645417, 1282645412, 9780273718819, 0273718819
- oclc:ocn189700343
- LC Classification:HF5415.13
- Dewey Decimal:658.8
Table of Contents
pt. 1. Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- pt. 2. Capturing marketing insights -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- pt. 3. Connecting with customers -- Creating customer value, satisfation, and loyalty -- Analyzing consumer & business markets -- Identifying market segments and targets -- pt. 4. Building strong brands -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- pt. 6. Delivering value -- Designing and managing integrated marketing -- Managing retailing, wholesaling, and logistics -- pt. 7. Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events and experiences, and public relations -- Managing, word of mouth, and personal selling -- pt. 8. Creating successful long-term growth -- Introducing new market offerings -- Tapping into global marke…
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Files & Downloads
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Marketing Management (13th Edition) -- (.pdf)
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Marketing Management: European Edition -- (.pdf)
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Marketing Management -- (.pdf)
PDF · 39.1 MB · updated
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