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Product Identifiers

PublisherPrentice Hall PTR

ISBN-100131457578

ISBN-139780131457577

eBay Product ID (ePID)44414727

Product Key Features

Number of Pages816 Pages

LanguageEnglish

Publication NameMarketing Management

Publication Year2005

SubjectMarketing / General

FeaturesRevised

TypeTextbook

AuthorPhilip. Kotler, Kevin Lane Keller

Subject AreaBusiness & Economics

FormatHardcover

Dimensions

Item Height1.3 in

Item Weight68 Oz

Item Length11.1 in

Item Width8.9 in

Additional Product Features

Edition Number12

Intended AudienceCollege Audience

LCCN2004-029595

Dewey Edition23

Number of Volumes2 vols.

IllustratedYes

Dewey Decimal658.8

Table Of ContentPart I. Understanding Marketing Management Chapter 1 - Defining Marketing for the 21 st Century Chapter 2 - Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights Chapter 3 - Gathering Information & Scanning the Environment Chapter 4 - Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers Chapter 5 - Creating Customer Value, Satisfaction, & Loyalty Chapter 6 - Analyzing Consumer Markets Chapter 7 - Analyzing Business Markets Chapter 8 - Identifying Market Segments & Targets Part IV. Building Strong Brands Chapter 9 - Creating Brand Equity Chapter 10 - Crafting the Brand Positioning Chapter 11 - Dealing with Competition Part V. Shaping the Market Offerings Chapter 12 - Setting Product Strategy Chapter 13 - Designing & Managing Services Chapter 14 - Developing Pricing Strategies & Programs Part VI. Delivering Value Chapter 15 - Designing & Managing Value Networks & Channels Chapter 16 - Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value Chapter 17 - Designing & Managing Integrated Marketing Communications Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating Long-Term Growth Chapter 20 - Introducing New Market Offerings Chapter 21 - Tapping into Global Markets Chapter 22 - Managing a Holistic Marketing Organization

Edition DescriptionRevised edition

SynopsisFor the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice., This worldwide 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 customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. 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., This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.

LC Classification NumberHF5415.13.K64 2006