Kotler, Philip 1931- creator Keller, Kevin Lane 1956- text bibliography nju Upper Saddle River, NJ Pearson Prentice Hall c2006 2006 12th edition monographic eng

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xxxix, 733 [45] p. : col. ill. ; 28 cm. 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 Philip Kotler, Kevin Lane Keller. Includes bibliographical references and index. Marketing Management Marketing Administración de mercadeo HF 5415.13 K87m 2006 658.8 0131457578 9780131457577 http://www.loc.gov/catdir/toc/ecip055/2004029595.html http://www.loc.gov/catdir/toc/ecip055/2004029595.html DLC 041214 20230410143246.0 spa