Title Statements
- Full title :Marketing management / Philip Kotler, Kevin Lane Keller.
Edition Statements
- Publication Date:c2009.
- Edition:13th ed
Publication Statements
- Publisher(s):Pearson Prentice Hall
- Place of Publication:Upper Saddle River, N.J
- Language:eng
- Publication Date:c2009.
Notes
In deliveries from Camden to Badham - required for unit of study readings for agec 4101. kbl 27.7.09.
The Physical Object
- Description:xl, 662, [114] p. : : col. ill. ; : 28 cm.
Edition Identifiers
- ISBN:9780136009986, 0136009980, 9780131357976, 0131357972
- oclc:on1322352321
- 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 markets -- M…
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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)
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