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Marketing Management by Kevin Keller and Philip Kotler (2014, Hardcover)

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About this product

Product Information

NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0134058496/ISBN-13: 9780134058498 . That package includes ISBN-10: 0133856461/ISBN-13: 9780133856460 and ISBN-10: 0133876802/ISBN-13: 9780133876802. For undergraduate and graduate courses in marketing management. The gold standard for today's marketing management student. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. 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. The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible. Also available with MyMarketingLab (tm) MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Product Identifiers

Publisher
Pearson Education
ISBN-10
0133856461
ISBN-13
9780133856460
eBay Product ID (ePID)
203520938

Product Key Features

Author
Kevin Keller, Philip Kotler
Publication Name
Marketing Management
Format
Hardcover
Language
English
Publication Year
2014
Type
Textbook
Number of Pages
832 Pages

Dimensions

Item Length
11in
Item Height
1.4in
Item Width
8.7in
Item Weight
68.8 Oz

Additional Product Features

Lc Classification Number
Hf5415.13.K64 2016
Edition Number
15
Table of Content
Part 1. Understanding Marketing Management 1. Defining Marketing for the New Realities 2. Developing Marketing Strategies and Plans Part 2. Capturing Marketing Insights 3. Collecting Information and Forecasting Demand 4. Conducting Marketing Research Part 3. Connecting with Customers 5. Creating Long-term Loyalty Relationships 6. Analyzing Consumer Markets 7. Analyzing Business Markets 8. Tapping into Global Markets Part 4. Building Strong Brands 9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity 12. Meeting Competition and Driving Growth Part 5. Shaping the Market Offerings 13. Setting Product Strategy 14. Designing and Managing Services 15. Introducing New Market Offerings 16. Developing Pricing Strategies and Programs Part 6. Delivering Value 17. Designing and Managing Integrated Marketing Channels 18. Managing Retailing, Wholesaling, and Logistics Part 7. Communicating Value 19. Designing and Managing Integrated Marketing Communications 20. Managing Digital Communications: Online, Social Media and Mobile Marketing 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization 23. Conducting Marketing Responsibly for Long-Term Success
Copyright Date
2016
Target Audience
College Audience
Topic
Marketing / General
Lccn
2014-023870
Dewey Decimal
658.8
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics

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5 out of 5 stars
by lotsastuff2buyApr 06, 2020
Excellent quality
Bought a used book and it looks brand new.
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by thorprOct 26, 2017
International Edition is great
Has all the same content as the domestic edition at a fraction of the cost
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by drmaj1356Nov 02, 2015
Marketing
The book gives an in-depth perspective of the field of marketing.
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