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Marketing Management / Edition 14
     

Marketing Management / Edition 14

3.5 6
by Philip T. Kotler, Kevin Lane Keller
 

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ISBN-10: 0132102927

ISBN-13: 9780132102926

Pub. Date: 02/22/2011

Publisher: Pearson

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

Overview

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.

Product Details

ISBN-13:
9780132102926
Publisher:
Pearson
Publication date:
02/22/2011
Pages:
816
Product dimensions:
8.80(w) x 10.90(h) x 1.30(d)

Related Subjects

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

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Marketing Management 3.5 out of 5 based on 0 ratings. 6 reviews.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Great text. Extremely useful for any type of marketing. A beginner will benefit from well explained concepts and it is an excellent review for experts.
Anonymous More than 1 year ago
Guest More than 1 year ago
I was given this textbook as a gift, and I found this textbook to have all the answers I need in my position. Kotler gives every area of marketing its due to great detail. I always look at this textbook at least once to twice a week. I work at a Fortune 100 consumer product company and this book is my bible in any area I need an answer or idea.
Guest More than 1 year ago
Not a very useful compamy profiles too much lecture not enough real life application.
Guest More than 1 year ago
This is a great book on contemporary marketing management. Kotler covers all of today's topics in depth with great examples, detail, and insight. The only problwm is that Kotler often uses his position as the pre-eminent marketing text writer to create some of his own definitions. His ideas are sound, but he puts his own perspective into many of his seemingly generic and well-acepted explanations and definitions. I would highly recommend this for advanced marketing or marketing management courses (undergrad or MBA).