Marketing Management Hardcover - 2005
by Philip Kotler; Kevin Lane Keller
- Used
- Hardcover
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Details
- Title Marketing Management
- Author Philip Kotler; Kevin Lane Keller
- Binding Hardcover
- Edition 12th
- Condition New
- Pages 1
- Volumes 1
- Language ENG
- Publisher Prentice Hall PTR, Lebanon, Indiana, USA
- Date 2005
- Illustrated Yes
- Bookseller's Inventory # G0131457578I2N00
- ISBN 9780131457577 / 0131457578
- Weight 4.12 lbs (1.87 kg)
- Dimensions 11.53 x 8.35 x 1.41 in (29.29 x 21.21 x 3.58 cm)
- Library of Congress subjects Marketing - Management
- Library of Congress Catalog Number 2004029595
- Dewey Decimal Code 658.8
Summary
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course.
This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.
Categories
Table of contents
Part I. Understanding Marketing ManagementChapter 1 — Defining Marketing for the 21st CenturyChapter 2 — Developing Marketing Strategies & PlansPart II. Capturing Marketing InsightsChapter 3 — Gathering Information & Scanning the EnvironmentChapter 4 — Conducting Marketing Research & Forecasting DemandPart III. Connecting with CustomersChapter 5 — Creating Customer Value, Satisfaction, & LoyaltyChapter 6 — Analyzing Consumer MarketsChapter 7 — Analyzing Business MarketsChapter 8 — Identifying Market Segments & TargetsPart IV. Building Strong BrandsChapter 9 — Creating Brand EquityChapter 10 — Crafting the Brand PositioningChapter 11 — Dealing with CompetitionPart V. Shaping the Market OfferingsChapter 12 — Setting Product StrategyChapter 13 — Designing & Managing ServicesChapter 14 — Developing Pricing Strategies & ProgramsPart VI. Delivering ValueChapter 15 — Designing & Managing Value Networks & ChannelsChapter 16 — Managing Retailing, Wholesaling & LogisticsPart VII. Communicating ValueChapter 17 — Designing & Managing Integrated Marketing CommunicationsChapter 18 — Managing Mass Communications: Advertising, Sales Promotion, Events & Public RelationsChapter 19 — Managing Personal Communications: Direct Marketing & the Sales ForcePart VIII. Creating Long-Term GrowthChapter 20 — Introducing New Market OfferingsChapter 21 — Tapping into Global MarketsChapter 22 — Managing a Holistic Marketing Organization