Research Catalog
Marketing management
- Title
- Marketing management / Philip Kotler, Northwestern University, Kevin Lane Keller, Dartmouth College.
- Author
- Kotler, Philip
- Publication
- Boston : Pearson, [2016]
Items in the Library & Off-site
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Request in advance | HF5415.13 .K64 2016g | Off-site |
Holdings
Details
- Additional Authors
- Keller, Kevin Lane, 1956-
- Description
- xxii, 692 pages, 118 variously numbered pages : color illustrations; 29 cm
- Subject
- Marketing > Management
- Note
- Title from cover;
- Bibliography (note)
- Includes bibliographical references and index.
- Contents
- Part 1. Understanding Marketing Management -- 1. Defining Marketing for the New Realities -- 2. Developing Marketing Strategies and Plans -- Part 2. Capturing Marketing Insights -- 3. Collecting Information and Forecasting Demand -- 4. Conducting Marketing Research -- Part 3. Connecting with Customers -- 5. Creating Long-term Loyalty Relationships -- 6. Analyzing Consumer Markets -- 7. Analyzing Business Markets -- 8. Tapping into Global Markets -- Part 4. Building Strong Brands -- 9. Identifying Market Segments and Targets -- 10. Crafting the Brand Positioning -- 11. Creating Brand Equity -- 12. Addressing Competition and Driving Growth -- Part 5. Creating Value -- 13. Setting Product Strategy -- 14. Designing and Managing Services -- 15. Introducing New Market Offerings -- 16. Developing Pricing Strategies and Programs -- Part 6. Delivering Value -- 17. Designing and Managing Integrated Marketing Channels -- 18. Managing Retailing, Wholesaling, and Logistics -- Part 7. Communicating Value -- 19. Designing and Managing Integrated Marketing Communications -- 20. Managing Mass Communications: Advertising, Sales Promotins, Events and Experiences, and Public Relations -- 21. Manageing Digital Communications: Online, Social Media, and Mobile -- 22. Managing Personal Communicatioins: Direct and Database Marketing and Personal Selling Part 8. Conducting Marketing Responsibly for Long-Term Success -- 23. Managing a Holistic Marketing Organization for the Long Run.
- ISBN
- 9780134236933
- 0134236939
- 9780133856460 (student edtion; incorrect)
- 0133856461 (student edtion; incorrect)
- OCLC
- on1048612108
- 1048612108
- SCSB-14054674
- Owning Institutions
- Columbia University Libraries