Kotler, Philip.
Marketing management / Philip Kotler, Kevin Keller. - Twelfth ed. - Upper Saddle River, NJ : Pearson Prentice Hall, c2006. - xxxix, 733 [45] p. : col. ill. ; 28 cm.
Includes bibliographical references and index.
Defining marketing for the 21st century -- Developing marketing strategies and plans -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events, and public relations -- Managing personal communications : direct marketing and personal selling -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Ch. 18. Ch. 19. Ch. 20. Ch. 21. Ch. 22.
0131457578
2004029595
Marketing--Management.
HF5415.13 / .K64 2006
658.8
Marketing management / Philip Kotler, Kevin Keller. - Twelfth ed. - Upper Saddle River, NJ : Pearson Prentice Hall, c2006. - xxxix, 733 [45] p. : col. ill. ; 28 cm.
Includes bibliographical references and index.
Defining marketing for the 21st century -- Developing marketing strategies and plans -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales promotions, events, and public relations -- Managing personal communications : direct marketing and personal selling -- Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Ch. 18. Ch. 19. Ch. 20. Ch. 21. Ch. 22.
0131457578
2004029595
Marketing--Management.
HF5415.13 / .K64 2006
658.8