000 02389cam a2200349 a 4500
999 _c5977
_d5977
001 678924608
003 OCoLC
005 20170406094026.0
008 101104s2012 njua b 001 0 eng
010 _a2010046655
020 _a9780132102926
020 _a0132102927
035 _a(OCoLC)678924608
040 _aDLC
_beng
_cDLC
_dYDX
_dYDXCP
_dBWX
_dCDX
_dBDX
_dIAK
_dOCLCF
_dOCLCQ
_dOCLCO
042 _apcc
050 0 0 _aHF5415.13
_b.K64 2012
082 0 0 _a658.8
_222
100 1 _aKotler, Philip
245 1 0 _aMarketing management /
_cPhilip Kotler, Kevin Lane Keller
250 _a14th ed.
260 _aUpper Saddle River, N.J. :
_bPrentice Hall,
_c℗♭2012
264 _c2012
300 _axxii, 657, [127] pages :
_bcolor illustrations ;
_c29 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references and index
505 0 _aPart 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary
650 0 _aMarketing
_xManagement
700 1 _aKeller, Kevin Lane,
_d1956-
942 _2ddc
_cBK