More New and Used
from Private Sellers
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Questions About This Book?
Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
How do rental returns work?
Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!
What version or edition is this?
This is the 13th edition with a publication date of 1/1/2009.
What is included with this book?
- The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included.
- The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.
Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications. For marketing professionals who place special emphasis to creativity and imagination in marketing management.
Table of Contents
|Understanding Marketing Management|
|Defining Marketing for the 21st Century|
|Developing Marketing Strategies and Plans|
|Capturing Marketing Insights|
|Gathering Information and Scanning the Environment|
|Conducting Marketing Research and Forecasting Demand|
|Connecting With Customers|
|Creating Customer Value, Satisfaction, and Loyalty|
|Analyzing Consumer Markets|
|Analyzing Business Markets|
|Identifying Market Segments and Targets|
|Building Strong Brands|
|Creating Brand Equity|
|Crafting the Brand Positioning|
|Dealing with Competition|
|Shaping The Market Offerings|
|Setting Product Strategy|
|Designing and Managing Services|
|Developing Pricing Strategies and Programs|
|Designing and Managing Integrated Marketing Channels|
|Managing Retailing, Wholesaling, and Logistics|
|Designing and Managing Integrated Marketing Communications|
|Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations|
|Managing Personal Communications: Direct and Interactive Marketing and Personal Selling|
|Creating Successful Long-Term Growth|
|Introducing New Market Offerings|
|Tapping into Global Markets|
|Managing a Holistic Marketing Organization|
|Table of Contents provided by Publisher. All Rights Reserved.|