Marketing management / Philip Kotler, Kevin lane keller
Imprint
New York : Pearson, 2012
Edition
14th ed
Descript
679 p. : col. ill. ; 29 cm
CONTENT
Understanding marketing management: Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing markeying insights: Collecting information and forecasting demand -- Conducting marketing research -- Connecting with customers: Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Indentifying market segments and targets -- Buliding strong brands: Creating brand equity -- Crafting the brand positioning -- Competitive dynamics -- Shaping the market offerings: Setting produc strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value: Designing and managing integrated marketing chammels -- Managing retailing, wholesaling and logistics -- Communicating value: Designing and managing integrated marketing communications -- Nanaging mass communications: advertising, sales promotions, events and experiences, and public relations --Managing personal communications: Direct and integractive marketing, word of mouth, and personal selling -- Creating successful longterm growth: Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization for the long run