Marketing management
By: Philip Kotler, Kevin Lane Keller
Contributors: Keller, Kevin Lane, 1956-
Edition: 14th [ed.]
Publisher: Prentice Hall
Published: 2012
Place of publication: Upper Saddle River, N.J
Language: eng
Number of pages: 657
ISBN-13: 9780132102926
Subjects: Marketing; Management
Notes: Includes bibliographical references and index.
Table of contents: title: Understanding marketing management; title: Defining marketing for the 21st century; title: Developing marketing strategies and plans; title: Capturing marketing insights; title: Collecting information and forecasting demand; title: Conducting marketing research; title: Connecting with customers; title: Creating long-term loyalty relationships; title: Analyzing consumer markets.