01761nam a22001937a 4500 121008t xxu||||| |||| 00| 0 eng d 9780273753360 HF5415.13.K64 Kotler, Philip. Marketing management. / Philip Kotler 14th ed. Boston: Pearson, 2013. 679 + various pagings: ill.; 28cm. Includes index and appendix. 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. Marketing management Keller, Lane Kevin lcc BK 5567 13067 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-06-26 0 HF5415.13.K64 7956/383/15 2015-06-26 00:00:00 1 2015-06-26 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-06-26 0 HF5415.13.K641 7957/384/15 2015-06-26 00:00:00 2 2015-06-26 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-06-26 0 HF5415.13.K642 7958/385/15 2015-06-26 00:00:00 3 2015-06-26 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-06-26 0 HF5415.13.K643 7959/386/15 2015-06-26 00:00:00 4 2015-06-26 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-06-26 0 HF5415.13.K644 7960/387/15 2015-06-26 00:00:00 5 2015-06-26 BK