Kotler, Philip creator Keller, Lane Kevin text xxu New Jersey Prentice Hall c2006 12th ed. monographic eng

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xxxix, 729 + various pagings: ill.; 28cm. Contents: Understanding marketing management: Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights: Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Connecting with customers: Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Building strong brands: Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings: Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value: Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Communicating value: Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events, and public relations -- Managing personal communications: direct marketing and personal selling -- Creating successful long-term growth: Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization -- Appendix. Philip Kotler and Kevin Lane Keller Includes index Marketing management HF5415.13.K641 9780131457577 0131457578 121008 20210629094724.0