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" Marketing management / "
Philip Kotler, Kevin Lane Keller
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BL
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| Record Number
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688849
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| Doc. No
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b511038
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| Main Entry
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Kotler, Philip
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| Title & Author
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Marketing management /\ Philip Kotler, Kevin Lane Keller
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| Edition Statement
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14th [ed.]
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| Publication Statement
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Upper Saddle River, N.J. :: Prentice Hall,, ©2012
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| Page. NO
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xxii, 657, [127] pages :: color illustrations ;; 29 cm
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| ISBN
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0132102927
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: 9780132102926
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary
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| Subject
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Marketing-- Management
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.13.K64 2012
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| Added Entry
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Keller, Kevin Lane,1956-
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