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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

Part I. Understanding Marketing Management: Chapter 1 --
Defining Marketing for the 21st Century --
Chapter 2 --
Developing Marketing Strategies & Plans --
Part II. Capturing Marketing Insights: Chapter 3 --
Gathering Information & Scanning the Environment --
Chapter 4 --
Conducting Marketing Research & Forecasting Demand --
Part III. Connecting with Customers: Chapter 5 --
Creating Customer Value, Satisfaction, & Loyalty --
Chapter 6 --
Analyzing Consumer Markets --
Chapter 7 --
Analyzing Business Markets --
Chapter 8 --
Identifying Market Segments & Targets --
Part IV. Building Strong Brands: Chapter 9 --
Creating Brand Equity --
Chapter 10 --
Crafting the Brand Positioning --
Chapter 11 --
Dealing with Competition --
Part V. Shaping the Market Offerings: Chapter 12 --
Setting Product Strategy --
Chapter 13 --
Designing & Managing Services --
Chapter 14 --
Developing Pricing Strategies & Programs --
Part VI. Delivering Value: Chapter 15 --
Designing & Managing Value Networks & Channels --
Chapter 16 --
Managing Retailing, Wholesaling & Logistics --
Part VII. Communicating Value --
Chapter 17 --
Designing & Managing Integrated Marketing Communications --
Chapter 18 --
Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations --
Chapter 19 --
Managing Personal Communications: Direct Marketing & the Sales Force --
Part VIII. Creating Long-Term Growth: Chapter 20 --
Introducing New Market Offerings --
Chapter 21 --
Tapping into Global Markets --
Chapter 22 --
Managing a Holistic Marketing Organization.

ISBN: 0131457578

ISSN: 9780131457577

Subjects--Topical Terms:
Marketing--Management.

LC Class. No.: HF5415.13 / .K64