Marketing management
By: Philip Kotler, Kevin Lane Keller
Contributors: Keller, Kevin Lane, 1956-
Edition: 13th ed. ; instructor's review copy.
Publisher: Pearson Prentice Hall
Published: 2009
Place of publication: Upper Saddle River, N.J
Language: eng
ISBN-13: 9780136010128
Subjects: Marketing; Management
Description: 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.
Notes: Includes bibliographical references and index.
Table of contents: title: pt. 1. Understanding marketing management; title: Defining marketing for the 21st century; title: Developing marketing strategies and plans; title: pt. 2. Capturing marketing insights; title: Gathering information and scanning the environment; title: Conducting marketing research and forecasting demand; title: pt. 3. Connecting with customers; title: Creating customer value, satisfation, and loyalty; title: Analyzing consumer & business markets; title: Identifying market segments and targets; title: pt. 4. Building strong brands; title: Creating brand equity; title: Crafting the brand positioning; title: Dealing with competition; title: Shaping the market offerings; title: Setting product strategy; title: Designing and managing services; title: Developing pricing strategies and programs; title: pt. 6. Delivering value; title: Designing and managing integrated marketing; title: Managing retailing, wholesaling, and logistics; title: pt. 7. Communicating value; title: Designing and managing integrated marketing communications; title: Managing mass communications : advertising, sales promotions, events and experiences, and public relations; title: Managing, word of mouth, and personal selling; title: pt. 8. Creating successful long-term growth; title: Introducing new market offerings; title: Tapping into global markets; title: Managing a holistic marketing organization.