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Marketing management

Author: Kotler, Philip ; Keller, Kevin LanePublisher: Pearson , 2009. ; Prentice Hall, 2009.Edition: 13th ed.Language: EnglishDescription: 816 p. : Graphs/Ill./Photos ; 28cm.ISBN: 9780131357976Type of document: BookBibliography/Index: Includes bibliographical references and index and glossary
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Includes bibliographical references and index and glossary

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- 1 BRIEF < Preface 29 JTS 1 42 Marketing Management 13th edition o n Marketmg Management 13th e d ~ t ~ PART 1 Chapter 1 Chapter 2 Understanding Marketing Management Defining Marketing for the 21st Century 42 Developing Marketing Strategies and Plans 72 PART 2 Chapter 3 Chapter 4 Capturing Marketing Insights 104 Gathering Information and Scanning the Environment 104 Conducting Marketing Research and Forecasting Demand 128 PART 3 Connecting with Customers 5 6 7 8 158 ' . Chapter Chapter Chapter Chapter Creating Customer Value, Satisfaction, and Loyalty Analyzing Consumer Markets 188 Analyzing Business Markets 220 Identifying Market Segments and Targets 246 158 PART 4 Chapter 9 Chapter 10 Chapter 11 Building Strong Brands 274 Creating Brand Equity 274 Crafting the Brand Positioning 306 Dealing with Competition 332 PART 5 Chapter 12 Chapter 13 Chapter 14 Shaping the Market Offerings 356 Setting Product Strategy 356 Designing and Managing Services 384 Developing Pricing Strategies and Programs 414 PART 6 Chapter 15 Chapter 16 Delivering Value 448 Designing and Managing lntegrated Marketing Channels 448 Managing Retailing, Wholesaling, and Logistics 480 PART 7 Chapter 17 Chapter 18 Chapter 19 Communicating Value 508 Designing and Managing lntegrated Marketing Communications 508 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 536 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling 570 PART 8 Chapter 20 Chapter 21 Chapter 22 Creating Successful Long-Term Growth 604 Introducing New Market Offerings 604 Tapping into Global Markets 636 Managing a Holistic Marketing Organization for the Long Run 664 Appendix 703 Endnotes 717 Glossary 783 Image Credits 791 Name lndex 793 Company, Brand, and Organization lndex Subject lndex 802 795

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