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Marketing Management, 14th Edition

By Philip T. Kotler, Kevin Lane Keller

Published by Pearson

Published Date: Feb 8, 2011

Description

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 of Contents

Part 1: Understanding Marketing Management

Chapter 1. Defining Marketing for the 21st Century

Chapter 2. Developing Marketing Strategies and Plans

Part 2: Capturing Marketing Insights

Chapter 3. Gathering Information and Scanning the Environment

Chapter 4. Conducting Marketing Research and Forecasting on Demand

Part 3: Connecting with Customers

Chapter 5. Creating Long-term Loyalty Relationships

Chapter 6. Analyzing Consumer Markets

Chapter 7. Analyzing Business Markets

Chapter 8. Identifying Market Segments and Targets

Part 4: Building Strong Brands

Chapter 9. Creating Brand Equity

Chapter 10. Crafting the Brand Position

Chapter 11. Competitive Dynamics

Part 5: Shaping the Market

Chapter 12. Setting Product Strategy

Chapter 13. Designing and Managing Services

Chapter 14. Developing Pricing Strategies and Programs

Part 6: Delivering Value

Chapter 15. Designing and Managing Integrated Marketing

Chapter 16. Managing Retailing, Wholesaling, and Logistics

Part 7: Communicating Value

Chapter 17. Designing and Managing Integrated Marketing Communications

Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Part 8: Creating Successful Long-Term Growth

Chapter 20. Introducing New Marketing Offerings

Chapter 21. Tapping into Global Markets

Chapter 22. Managing a Holistic Marketing Organization

 

This title is also sold in the various packages listed below. Before purchasing one of these packages, speak with your professor about which one will help you be successful in your course.

Package ISBN-13: 9780132841177

Includes this title packaged with:

  • Interpretive Simulations Access Code Card Group B
    INTERPRETIVE

$334.33 | Add to Cart

Package ISBN-13: 9780132908146

Includes this title packaged with:

  • Interpretive Simulations Access Code Card Group A
    INTERPRETIVE

$321.00 | Add to Cart

Purchase Info

ISBN-10: 0-13-210292-7

ISBN-13: 978-0-13-210292-6

Format: Alternate Binding

This item has been upgraded to Marketing Management, 15th Edition.

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