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TitleA framework for marketing management
Author Philip Kotler, Kevin Lane Keller
Imprint Upper Saddle River, N.J. : Pearson/Prentice-Hall, 2009
Edition 4th ed
Descript xxii, 362 p. : ill

CONTENT

Part 1: Understanding marketing management -- Defining marketing for the twenty-first century -- Developing and implementing marketing strategies and plans -- Understanding markets, market demand, and the marketing environment -- Part 2: Connecting with customers -- Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Part 3: Building strong brands -- Creating brand equity -- Crafting the brand positioning and dealing with competition -- Part 4: Shaping the market offerings -- Setting product strategy and marketing through the life cycle -- Designing and managing services -- Developing pricing strategies and programs -- Part 5: Delivering value -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- Part 6: Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications -- Managing personal communications -- Part 7: Creating successful long-term growth -- Managing marketing in the global economy


Marketing -- Management

LOCATIONCALL#STATUS
Sasin Library658.8 K87F 2009CHECK SHELVES

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