Marketing management /
Kotler, Philip.
Marketing management / Philip Kotler, Kevin Lane Keller. - Fourteenth edition, Global edition. - 1 volume (various pagings) : illustrations ; 28 cm.
Previous ed.: 2009. Includes student access code card.
Includes bibliographical references and index.
Part 1: Understanding Marketing Management --
Chapter 1. Defining Marketing for the 21st Century --
Chapter 2. Developing Marketing Strategies and Plans Part 2: Capturing Marketing Insights --
Chapter 3. Gathering Information and Scanning the Environment --
Chapter 4. Conducting Marketing Research and Forecasting on Demand Part 3: Connecting with Customers --
Chapter 5. Creating Long-term Loyalty Relationships --
Chapter 6. Analyzing Consumer Markets --
Chapter 7. Analyzing Business Markets --
Chapter 8. Identifying Market Segments and Targets Part 4: Building Strong Brands --
Chapter 9. Creating Brand Equity --
Chapter 10. Crafting the Brand Position --
Chapter 11. Competitive Dynamics Part 5: Shaping the Market --
Chapter 12. Setting Product Strategy --
Chapter 13. Designing and Managing Services --
Chapter 14. Developing Pricing Strategies and Programs Part 6: Delivering Value --
Chapter 15. Designing and Managing Integrated Marketing --
Chapter 16. Managing Retailing, Wholesaling, and Logistics Part 7: Communicating Value --
Chapter 17. Designing and Managing Integrated Marketing Communications --
Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations --
Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Part 8: Creating Successful Long-Term Growth --
Chapter 20. Introducing New Marketing Offerings --
Chapter 21. Tapping into Global Markets --
Chapter 22. Managing a Holistic Marketing Organization.
This is the 14th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
9780273753360 (pbk.) 0273753363 (pbk.) 9780273753391 (student access code card) 0273753398 (student access code card)
Marketing.
Marketing--Management.
658.8 / K.P.M
Marketing management / Philip Kotler, Kevin Lane Keller. - Fourteenth edition, Global edition. - 1 volume (various pagings) : illustrations ; 28 cm.
Previous ed.: 2009. Includes student access code card.
Includes bibliographical references and index.
Part 1: Understanding Marketing Management --
Chapter 1. Defining Marketing for the 21st Century --
Chapter 2. Developing Marketing Strategies and Plans Part 2: Capturing Marketing Insights --
Chapter 3. Gathering Information and Scanning the Environment --
Chapter 4. Conducting Marketing Research and Forecasting on Demand Part 3: Connecting with Customers --
Chapter 5. Creating Long-term Loyalty Relationships --
Chapter 6. Analyzing Consumer Markets --
Chapter 7. Analyzing Business Markets --
Chapter 8. Identifying Market Segments and Targets Part 4: Building Strong Brands --
Chapter 9. Creating Brand Equity --
Chapter 10. Crafting the Brand Position --
Chapter 11. Competitive Dynamics Part 5: Shaping the Market --
Chapter 12. Setting Product Strategy --
Chapter 13. Designing and Managing Services --
Chapter 14. Developing Pricing Strategies and Programs Part 6: Delivering Value --
Chapter 15. Designing and Managing Integrated Marketing --
Chapter 16. Managing Retailing, Wholesaling, and Logistics Part 7: Communicating Value --
Chapter 17. Designing and Managing Integrated Marketing Communications --
Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations --
Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Part 8: Creating Successful Long-Term Growth --
Chapter 20. Introducing New Marketing Offerings --
Chapter 21. Tapping into Global Markets --
Chapter 22. Managing a Holistic Marketing Organization.
This is the 14th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
9780273753360 (pbk.) 0273753363 (pbk.) 9780273753391 (student access code card) 0273753398 (student access code card)
Marketing.
Marketing--Management.
658.8 / K.P.M