Marketing Management 14th Edition Kotler Solutions Manual
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Marketing Management 14th Edition Kotler Solutions Manual
Product details:
- ISBN-10 : 0132102927
- ISBN-13 : 978-0132102926
- Author: Philip T. Kotler, Kevin Lane Keller
Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.
Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.
Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.
Table contents:
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
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