Description: About this productProduct InformationFor undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.Product IdentifiersPublisherPrentice Hall PTRISBN-100136009980ISBN-139780136009986eBay Product ID (ePID)63200380Product Key FeaturesAuthorKevin Keller, Philip KotlerPublication NameMarketing ManagementFormatHardcoverLanguageEnglishPublication Year2008TypeTextbookNumber of Pages816 PagesDimensionsItem Length8.8in.Item Height1.3in.Item Width11.2in.Item Weight67.2 OzAdditional Product FeaturesLc Classification NumberHf5415.13.K64 2008Edition Number13Table of ContentPART 1: UNDERSTANDING MARKETING MANAGEMENT Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and Plans PART 2: CAPTURING MARKETING INSIGHTS Chapter 3: Gathering Information and Scanning the Environment Chapter 4: Conducting Marketing Research and Forecasting Demand PART 3: CONNECTING WITH CUSTOMERS Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Chapter 6: Analyzing Consumer Markets Chapter 7: Analyzing Business Markets Chapter 8: Identifying Market Segments and Targets PART 4: BUILDING STRONG BRANDS Chapter 9: Creating Brand Equity Chapter 10: Crafting the Brand Positioning Chapter 11: Dealing with Competition PART 5: SHAPING THE MARKET OFFERINGS Chapter 12: Setting Product Strategy Chapter 13: Designing and Managing Services Chapter 14: Developing Pricing Strategies and Programs PART 6: DELIVERING VALUE Chapter 15: Designing and Managing Integrated Marketing Channels Chapter 16: Managing Retailing, Wholesaling, and Logistics PART 7: COMMUNICATING VALUE Chapter 17: Designing and Managing Integrated Marketing Communications Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations Chapter 19: Managing Personal Communications: Direct and Interactive Marketing and Personal Selling PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH Chapter 20: Introducing New Market Offerings Chapter 21: Tapping into Global Markets Chapter 22: Managing a Holistic Marketing OrganizationCopyright Date2009Target AudienceCollege AudienceTopicMarketing / GeneralLccn2008-000337Dewey Decimal658.8Dewey Edition23GenreBusiness & Economics
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Edition: 13th
Publish Year: 2008
Updated ISBN1: 0133856461
Updated ISBN2: 9780133856460
Updated ISBN3: 1292404817
Updated ISBN4: 9781292404813
Number of Pages: 816 Pages
Publication Name: Marketing Management
Language: English
Publisher: Prentice Hall PTR
Subject: Marketing / General
Publication Year: 2008
Item Height: 1.3 in
Item Weight: 67.2 Oz
Type: Textbook
Item Length: 8.8 in
Author: Philip. Kotler, Kevin Keller
Subject Area: Business & Economics
Item Width: 11.2 in
Format: Hardcover
