TY  - BOOK
AU  - Kotler,Philip
AU  - Keller,Kevin Lane
TI  - Marketing management
SN  - 9780133856460 (student edition)
AV  - HF5415.13 .K64 2016
U1  - 658.8 23
PY  - 2016///
CY  - New York
PB  - Pearson, Education, Inc
KW  - Marketing
KW  - Management
N1  - PART 1: Understanding Marketing Management.-- Chapter 1: Defining Marketing of the New Realities.-- Chapter 2: Developing Marketing Strategies and Plans.-- PART 2: Capturing Marketing Insights.-- Chapter 3: Collecting Information and Forecasting Demand.-- Chapter 4: Conducting Marketing Research .-- PART 3: Connecting with Customers.-- Chapter 5: Creating Long-Term Loyalty Relationships.-- Chapter 6: Analyzing Consumer Markets.-- Chapter 7: Analyzing Business Markets.-- Chapter  8: Tapping into Global Markets.-- PART 4: Building Strong Brands.-- Chapter 9: Identifying Market Segments and Targets.-- Chapter 10: Crafting the Brand Positioning -- Chapter 11: Creating Brand .-- Chapter 12: Addressing Competition and Driving Growth.-- PART 5: Creating Value.-- Chapter 13: Setting Product Strategy.-- Chapter 14: Designing and Managing Services.-- Chapter 15: Introducing New Market Offerings.-- Chapter 16: Developing Pricing Strategies and Programs.-- PART 6: Delivering Value.-- Chapter 17: Designing and Managing Integrated Marketing Channels.-- Chapter 18: Managing Retailing, Wholesaling, and Logistics.-- PART 7: Communicating Value.-- Chapter 19: Designing and Managing Integrated Marketing Communications.-- Chapter 20: Managing Mass Communications: Advertising, Sales, Promotions, Events and Experiences, and Public Relations.-- Chapter 21: Managing Digital Communications: Direct and Database Marketing and Personal Selling.-- PART 8: Conducting Marketing Responsibly for Long-Term Success.-- Chapter 23: Managing a Holistic Marketing Organization for the Long Run.
ER  -