Marketing management.

Kotler, Philip.

Marketing management. - 14th Edition. (Global Edition) - Harlow : Pearson Education, 2012. - 679 p., A13 p., E71 p., G9 p., C3 p., I31 p. : illustrations ;

Including Glossary & Index.

Understanding marketing management --
Defining marketing for the 21st century --
Developing marketing strategies and plans --
Capturing marketing insights --
Collecting information and forecasting demand --
Conducting marketing research --
Connecting with customers --
Creating long-term loyalty relationships --
Analyzing consumer markets --
Analyzing business markets --
Identifying market segments and targets --
Building strong brands --
Creating brand equity --
Crafting the brand positioning --
Competitive dynamics --
Shaping the market offerings --
Setting product strategy --
Designing and managing services --
Developing pricing strategies and programs --
Delivering value --
Designing and managing integrated marketing channels --
Managing retailing, wholesaling, and logistics --
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 --
Creating successful long-term growth --
Introducing new market offerings --
Tapping into global markets --
Managing a holistic marketing organization for the long run.

This is the 14th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.

For undergraduate and graduate courses in marketing management. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab-Pearson's online tutorial and assessment platform.

9780273753360 0273753363 9780273755029 0273755021

Marketing techniques.
Marketing channels.
Case studies.
Strategisch management.
Marketing management.

658.8 / KOT

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