TY - BOOK AU - Kotler,Philip AU - Keller,Kevin Lane TI - Marketing management SN - 9780273753360 (pbk.) U1 - 658.8 21 PY - 2012///] CY - Harlow PB - Pearson Education KW - Marketing KW - Management N1 - 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 N2 - 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 ER -