TY  - BOOK
AU  - Kotler,Philip
AU  - Keller,Kevin Lane
TI  - Marketing management
SN  - 0131457578
AV  - HF 5415.13 K87m 2006
U1  - 658.8 
PY  - 2006///
CY  - Upper Saddle River, NJ
PB  - Pearson Prentice Hall
KW  - Marketing
KW  - Management
KW  - Administración de mercadeo
N1  - Includes bibliographical references and index; 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
UR  - http://www.loc.gov/catdir/toc/ecip055/2004029595.html
ER  -