TY  - BOOK
AU  - Kotler,Philip
AU  - Keller,Kevin Lane
AU  - Brady,Mairead
AU  - Goodman,Malcom Robert Victor
TI  - Marketing management
SN  - 9781292093239
AV  - HF5415.13 .K6414 2016
U1  - 658.8 23
PY  - 2016///
CY  - New York
PB  - Pearson
KW  - Marketing
KW  - Europe
KW  - Management
N1  - Revised edition of Marketing management, 2012; Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics
ER  -