Marketing management / Philip Kotler, Kevin Lane Keller.

By:

Kotler, Philip

Contributor(s):

Keller, Kevin Lane, 1956-

Material type: Text

TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2012.Edition: 14th edDescription: xxii, 657, [127] p. : col. ill. ; 29 cmISBN:

9780132102926

Subject(s):

Marketing

DDC classification:

658.8 KOT

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: 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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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	658.8 KOT (Browse shelf(Opens below))	1	Available		0077121

Total holds: 0

Includes bibliographical references and index.

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

eng.

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