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Marketing Management

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ISBN-10: 0132102927

ISBN-13: 9780132102926

Edition: 14th 2012 (Revised)

Authors: Philip Kotler, Kevin Lane Keller

List price: $294.40
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Book details

List price: $294.40
Edition: 14th
Copyright year: 2012
Publisher: Prentice Hall PTR
Publication date: 2/8/2011
Binding: Hardcover
Pages: 816
Size: 8.00" wide x 11.00" long x 1.25" tall
Weight: 4.158
Language: English

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the…    

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 on Demand
Connecting with Customers
Creating Long-term Loyalty Relationships
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets
Building Strong Brands
Creating Brand Equity
Crafting the Brand Position
Competitive Dynamics
Shaping the Market
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
Delivering Value
Designing and Managing Integrated Marketing
Managing Retailing, Wholesaling, and Logistics
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
Creating Successful Long-Term Growth
Introducing New Marketing Offerings
Tapping into Global Markets
Managing a Holistic Marketing Organization