9780132102926

Marketing Management

by ;
  • ISBN13:

    9780132102926

  • ISBN10:

    0132102927

  • Edition: 14th
  • Format: Hardcover
  • Copyright: 2/8/2011
  • Publisher: Pearson
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Summary

For 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.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.

This world-wide best-selling book highlights the most recent trends and developments in global marketing—with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action.

Coverage includes a focus on marketing in the 21st Century that introduces the new ideas, tools and practices companies will need to successfully operate in the New Millenium. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force.

For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing—along with the opportunities and needs of the marketplace in the years ahead.

Table of Contents

Part 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 on Demand

Part 3: Connecting with Customers

Chapter 5. Creating Long-term Loyalty Relationships

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 Position

Chapter 11. Competitive Dynamics

Part 5: Shaping the Market

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

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 Experiences, and Public Relations

Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Part 8: Creating Successful Long-Term Growth

Chapter 20. Introducing New Marketing Offerings

Chapter 21. Tapping into Global Markets

Chapter 22. Managing a Holistic Marketing Organization

 

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Customer Reviews

Great July 30, 2011
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This is the best marketing textbook that I've ever read. The textbook was in great shape for being a used copy, great for the money; I will do business with you in the future. You delivered what you said a good product at a good price, before the estimated time! Thanks ecampus.
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Marketing Management: 5 out of 5 stars based on 1 user reviews.

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