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Marketing Management

Marketing Management - 14th edition

Marketing Management - 14th edition

ISBN13: 9780132102926

ISBN10: 0132102927

Marketing Management by Philip Kotler - ISBN 9780132102926
Cover type: Hardback
Edition: 14TH 12
Copyright: 2012
Publisher: Prentice Hall, Inc.
Published:
International: No
Marketing Management by Philip Kotler - ISBN 9780132102926

ISBN13: 9780132102926

ISBN10: 0132102927

Cover type: Hardback
Edition: 14TH 12

List price: $294.50

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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.

Table of Contents

Table of Contents

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