Marketing management [printed text] / Philip Kotler, Author ; Kevin Lane Keller, Author ; Malcom Goodman, Author  . -  2nd European Edition . - Harlow, Essex : Pearson Custom Publishing, 2012 . - xxxix,1021p : ill (col) ; hardback.
ISBN : 978-0-273-74361-3
All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources

Class number:

658.802

Contents note:

Part 1 Understanding Marketing Management Chapter 1 Introduction to Marketing; Chapter 2 Understanding Marketing Management Within a Global Context; Chapter 3 Developing Marketing Strategies and Plans; Chapter 4 Managing Digital Technology in Marketing Part 2 Capturing Marketing Insights Chapter 5 The Changing Marketing Environment and Information Management; Chapter 6 Managing Market Research and Forecasting; Chapter 7 Analysing Consumer Markets; Chapter 8 Analysing Business Markets; Chapter 9 Dealing with Competition Part 3 Connecting with Customers Chapter 10 Seeking and Developing Target Marketing Differentiation Strategies; Chapter 11 Creating Customer Value, Satisfaction and Loyalty Part 4 Building Strong Brands Chapter 12 Creating and Managing Brands and Brand Equity; Chapter 13 Digital and Global Brand Management Strategies Part 5 Shaping the Market Offering Chapter 14 Designing, Developing and Managing Market Offerings; Chapter 15 Introducing New Market Offerings; Chapter 16 Developing and Managing Pricing Strategies Part 6 Delivering Value Chapter 17 Designing and Managing Integrated Marketing Channels and Global Value Networks; Chapter 18 Managing Process, People and Physical Evidence at the Consumer Interface Part 7 Communicating Value Chapter 19 Designing and Managing Marketing Communications; Chapter 20 Managing Mass and Personal Communications Part 8 Managing Marketing Implementation and Control Chapter 21 Implementing Marketing Management; Chapter 22 Managing Marketing Metrics