Kotler, Philip,   1931- <br/><br/>
Marketing management / 
Philip Kotler, Kevin Lane Keller. 
 - 12th edition 
 - Upper Saddle River, NJ :  Pearson Prentice Hall,  c2006. 
 - xxxix, 733 [45] p. :  col. ill. ;  28 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Understanding Marketing ManagementChapter 1 - Defining Marketing for the 21st Century Chapter 2 - Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights Chapter 3 - Gathering Information & Scanning the Environment Chapter 4 - Conducting Marketing Research & Forecasting DemandPart III. Connecting with CustomersChapter 5 - Creating Customer Value, Satisfaction, & Loyalty Chapter 6 - Analyzing Consumer Markets Chapter 7 - Analyzing Business Markets Chapter 8 - Identifying Market Segments & TargetsPart IV. Building Strong BrandsChapter 9 - Creating Brand Equity Chapter 10 - Crafting the Brand Positioning Chapter 11 - Dealing with Competition Part V. Shaping the Market OfferingsChapter 12 - Setting Product Strategy Chapter 13 - Designing & Managing Services Chapter 14 - Developing Pricing Strategies & ProgramsPart VI. Delivering ValueChapter 15 - Designing & Managing Value Networks & Channels Chapter 16 - Managing Retailing, Wholesaling & LogisticsPart VII. Communicating ValueChapter 17 - Designing & Managing Integrated Marketing Communications Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales ForcePart VIII. Creating Long-Term GrowthChapter 20 - Introducing New Market Offerings Chapter 21 - Tapping into Global Markets Chapter 22 - Managing a Holistic Marketing Organization 
<br/><br/><label>ISBN: </label>0131457578 9780131457577 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.<br/>Marketing<br/>Administración de mercadeo
<br/><br/><label>LC Class. No.: </label>HF 5415.13  / K87m 2006 
<br/><br/><label>Dewey Class. No.: </label>658.8