TY  - BOOK
AU  - Kotler, Philip.
AU  - Keller, Lane Kevin
TI  - Marketing management.
SN  - 9780273753360
AV  - HF5415.13.K64 
PY  - 2013///
CY  - Boston
PB  - Pearson
KW  - Marketing management
N1  - Includes index and appendix; Contents: Understanding marketing management: Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights: Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Connecting with customers: Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Building strong brands: Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings: Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value: Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Communicating value: Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events, and public relations -- Managing personal communications: direct marketing and personal selling -- Creating successful long-term growth: Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization
ER  -