Marketing management / by Philip Kotler, Kevin Lane Keller.
Material type: TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2012.Edition: 14th edDescription: xxv, various paginations : col. ill. ; 29 cmISBN:- 9780132102926 (pbk.)
- 0132102927 (pbk.)
- 9788131767160 (pbk.)
- 658.8 22 KOT/M
- HF5415.13 .K64 2012
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658.8 KOT/M Marketing management / | 658.8 KOT/M Marketing management / | 658.8 KOT/M Marketing management / | 658.8 KOT/M Marketing management / | 658.8 KOT/M Marketing management / | 658.8 KOT/M Marketing management / | 658.8 KOT/M Marketing management / |
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.
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