Research Catalog

Title

Marketing management / Philip Kotler, Kevin Lane Keller.

Author

Kotler, Philip.

Publication

Upper Saddle River, N.J. : Prentice Hall, [2012], ©2012.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Keller, Kevin Lane, 1956-

Description

xxii, 657 pages, 127 unnumbered pages : color illustrations; 29 cm

Subject

Marketing > Management

Bibliography (note)

• Includes bibliographical references and index.

Contents

Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary.

ISBN

• 9780132102926
• 0132102927

LCCN

2010046655

OCLC

• ocn678924608
• 678924608
• SCSB-13566957

Owning Institutions

Columbia University Libraries