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Marketing management / Philip Kotler, Kevin Lane Keller

Contributor(s): Material type: TextTextLanguage: English Publication details: Harlow, England : Pearson Education, 2012.Edition: 14th ed. ; Global editionDescription: 679 pages, 127 variously numbered pages : illustrations (color), portraits (color) ; 28 cm.ISBN:
  • 9780273753360
Subject(s): LOC classification:
  • HF5415.13 .K64
Online resources:
Contents:
Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights -- Collecting information and forecasting demand -- Conducting marketing research -- Connecting with customers -- Creating long-term loyalty relationships -- Analyzing consumer markets.
Summary: For undergraduate and graduate courses in marketing management. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. 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. 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.
Holdings
Item type Current library Call number Status Date due Barcode
Recommended bibliography book TBS Barcelona HF5415.13 KOT (Browse shelf(Opens below)) Available B00189
Recommended bibliography book TBS Barcelona HF5415.13 KOT (Browse shelf(Opens below)) Not for loan B03751
Recommended bibliography book TBS Barcelona HF5415.13 KOT (Browse shelf(Opens below)) Available B03859
Recommended bibliography book TBS Barcelona HF5415.13 KOT (Browse shelf(Opens below)) Available B03953
Recommended bibliography book TBS Barcelona HF5415.13 KOT (Browse shelf(Opens below)) Available B03752

Includes bibliographical references and index.

Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights -- Collecting information and forecasting demand -- Conducting marketing research -- Connecting with customers -- Creating long-term loyalty relationships -- Analyzing consumer markets.

For undergraduate and graduate courses in marketing management.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.


This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

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.

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.

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