Kotler, Philip. creator Keller, Kevin Lane text Upper Saddle River, NJ Pearson Prentice Hall c2006 Twelfth ed. monographic xxxix, 733 [45] p. : col. ill. ; 28 cm. 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. Philip Kotler, Kevin Keller. Includes bibliographical references and index Marketing Management HF5415.13 .K64 0131457578 9780131457577