Includes bibliographical references and indexĭefining Marketing for the 21st Century -Developing Marketing Strategies & Plans -Gathering Information & Scanning the Environment -Conducting Marketing Research & Forecasting Demand -Creating Customer Value, Satisfaction, and Loyalty -Analyzing Consumer Markets -Identifying Market Segments and Targets -Creating Brand Equity -Creating Brand Equity -Crafting the Brand Positioning -Dealing with Competition -Setting Product Strategy -Designing & Managing Services -Developing Pricing Strategies and Programs -Designing & Managing Marketing Channels & Value Networks -Managing Retailing, Wholesaling & Logistics -Designing and Managing Integrated Marketing Communications -Managing Mass Communications: Advertising, Sales Promotions, Events, & Public Relations -Managing Personal Communications: Direct Marketing & Personal Selling -Introducing New Market Offerings -Tapping into Global Markets -Managing a Holistic Marketing OrganizationĪccess-restricted-item true Addeddate 20:04:20 Associated-names Keller, Kevin Lane, 1956- Boxid IA1907706 Camera USB PTP Class Camera Collection_set printdisabled External-identifier This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning
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