Title:
Marketing management
Personal Author:
Edition:
14th [ed.]
Publication Information:
Upper Saddle River, N.J. : Prentice Hall, c2012
Physical Description:
xxii, 657, [127] p. : col. ill. ; 29 cm.
ISBN:
9780132102926
Subject Term:
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010280558 | HF5415.13 K674 2012 f | Open Access Book | Book | Searching... |
On Order
Summary
Summary
Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.
Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab-Pearson's online tutorial and assessment platform.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 |
