Marketing management [printed text] / Philip Kotler, Author ; Kevin Lane Keller, Author  . -  13th edition . - Harlow : Financial Times Prentice Hall, 2009 . - xxxviii, 662 p. , A14 p., E66p., G8 p., C2 p., I124 p. : ill. (col) ; 28 cm.
ISBN : 978-81-203-3570-7
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. Ed 13, in full color. Same contents as US and UK editions.

Class number:

658.802

Contents note:

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 Demand Part 3. Connecting with Customers Chapter 5: Creating Customer Value, Satisfaction, and Loyalty; 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 Positioning; Chapter 11: Dealing with Competition; Part 5. Shaping the Market Offerings 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 Communication: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Part 8. Creating Successful Long-Term Growth Chapter 20: Introducing New Market Offerings; Chapter 21: Tapping into Global Markets; Chapter 22: Managing a Holistic Marketing Organization