All listings for this product
About this product
- SynopsisThis is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.,This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
- AuthorKevin Lane Keller,Philip Kotler
- Number Of Pages816 pages
- Edition DescriptionRevised
- Publication Date2005-03-01
- PublisherPrentice Hall PTR
- Publication Year2005
- Number of Volumes2 vols.
- Edition Number12
- Copyright Date2006
- Weight68 Oz
- Height1.3 In.
- Width8.9 In.
- Length11.1 In.
- GroupCollege Audience
- LC Classification NumberHF5415.13.K64 2006
- Dewey Decimal658.8
- Dewey Edition23
Table Of Content
- Table Of ContentPart I. Understanding Marketing Management Chapter 1 - Defining Marketing for the 21 st Century Chapter 2 - Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights Chapter 3 - Gathering Information & Scanning the Environment Chapter 4 - Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers Chapter 5 - Creating Customer Value, Satisfaction, & Loyalty Chapter 6 - Analyzing Consumer Markets Chapter 7 - Analyzing Business Markets Chapter 8 - Identifying Market Segments & Targets Part IV. Building Strong Brands Chapter 9 - Creating Brand Equity Chapter 10 - Crafting the Brand Positioning Chapter 11 - Dealing with Competition Part V. Shaping the Market Offerings Chapter 12 - Setting Product Strategy Chapter 13 - Designing & Managing Services Chapter 14 - Developing Pricing Strategies & Programs Part VI. Delivering Value Chapter 15 - Designing & Managing Value Networks & Channels Chapter 16 - Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value Chapter 17 - Designing & Managing Integrated Marketing Communications Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating Long-Term Growth Chapter 20 - Introducing New Market Offerings Chapter 21 - Tapping into Global Markets Chapter 22 - Managing a Holistic Marketing Organization,Understanding Marketing Management- Chapter 1 - Defining Marketing for the 21st Century- Chapter 2 - Developing Marketing Strategies & PlansPart II. Capturing Marketing Insights - Chapter 3 - Gathering Information & Scanning the Environment- Chapter 4 - Conducting Marketing Research & Forecasting DemandPart III. Connecting with Customers- Chapter 5 - Creating Customer Value, Satisfaction, & Loyalty- Chapter 6 - Analyzing Consumer Markets- Chapter 7 - Analyzing Business Markets- Chapter 8 - Identifying Market Segments & TargetsPart IV. Building Strong Brands- Chapter 9 - Creating Brand Equity- Chapter 10 - Crafting the Brand Positioning- Chapter 11 - Dealing with CompetitionPart V. Shaping the Market Offerings- Chapter 12 - Setting Product Strategy- Chapter 13 - Designing & Managing Services- Chapter 14 - Developing Pricing Strategies & ProgramsPart VI. Delivering Value- Chapter 15 - Designing & Managing Value Networks & Channels- Chapter 16 - Managing Retailing, Wholesaling & LogisticsPart VII. Communicating Value- Chapter 17 - Designing & Managing Integrated Marketing Communications- Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations- Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales ForcePart VIII. Creating Long-Term Growth- Chapter 20 - Introducing New Market Offerings- Chapter 21 - Tapping into Global Markets- Chapter 22 - Managing a Holistic Marketing Organization
Most relevant reviews
- bobshomewoodsho...Jun 29, 2006by
This is THE textbook to learn marketing
I worked in management, sales, and marketing for over 20 years before switching careers into education. The sixth edition of Marketing Management was the textbook we used when I was getting my MBA; I currently teach marketing at both the undergraduate and graduate level and we are now using the 12th edition as the text in the graduate course. Textbooks can be pretty dry, and can concentrate on theory. This is as well written as a textbook can get and though it must of necessity give definitions and some theories, this book gives lots and lots of real world examples. If you know nothing about marketing, this book will give you a thorough background. Kotler has a co-author with this new edition, and there were significant changes in the 12th edition; Keller brings a thorough knowledge of brands and branding to the new edition. The authors illustrate as many of their points as possible with real world, current examples, making it much easier to pick up on the concepts they are relating. They use companies that most of us are familiar with whenever possible, making it that much easier to relate to the text. They discuss consumer marketing, business to business marketing, and Internet or e-commerce marketing. If you only have space in your library for one book on marketing, this is the one you should have. Read full review
- berecruitedSep 22, 2005by
The definitive Marketing Text - Kotler does it again
Though I’m reviewing the 12th edition of Kotler’s Marketing Management textbook – my praise of this great work extends to all of the editions (after all, like most textbooks, the editions aren’t thoroughly different and are usually printed merely to make more money from students and universities). That said, Kotler’s Marketing Management has long been considered the premier graduate-level marketing textbook. In fact, Marketing Management still sits on my office desk today and I often find myself referencing it. What makes Marketing Management so special is its thoroughness – it touches traditional marketing to consumer marketing to internet marketing and leaves little left untouched. But Kotler is a special author because he surrounds each concept with plenty of tangible, real-life examples. While most textbooks get lost in terminology and theory, Kotler relates marketing to real products, real consumers and real needs. It ends up that Marketing Mangament is a joy to read and study – and its equally useful as a reference book later in life. Which takes me to my next point – Marketing Management is laid out is an easy-to-reference manner which makes it particularly useful for studying and referencing. I commonly find to be a flaw within many other textbooks – Kotler instead has his book laid out with multiple indexes, sorts, and searches. Marketing Management is truly the best textbook I have ever owned / read and remains the ONLY one I still own today! Read full review
- 107998020@delet...Jul 01, 2006by
Marketing Management Kotler/Lane
I bought the book for my MBA marketing class. I bought 3 books, 1 for me and 2 for friends that are taking the class witn me. We loved it because it is the international edition and we got a very good price. The standard edition has a hard cover, and I bought the International Edition with soft cover and exactly same content for a more reduced price. We were thrilled.. We save a lot of money. My friends were happy that I found that great deal for us.
- katyah03Oct 12, 2008by
Fast Service, thanks!
I needed this book for a class, and many vendors were sold out. My professor made a mistake and actually wanted everyone to buy the 13th edition, but since my whole class had purchased the 12th, I ended up okay. Some of the references are outdated, (even for when this edition was first published)so if you need recent anecdotes, try a different author, or a different edition.
- jasmin703Oct 04, 2006by
This buying experience was awful
I purchased this book on Half.com back in August and I have yet to see the book. I filed a claim and the company still hasn't responded to me. This has been the worst purchase experience I have ever had on ebay/half.com. I don't think I will ever purchase textbooks from this site again. I had to actually go out and spend $190 on the Marketing Management book that I had already paid close to $60 for. The whole media mail thing sucks too. They actually want you to wait 30 days for books to be mailed via media mail. Don't get a book on half.com without optimal mailing options beyond media mail, and don't purchase a book that you need in a short period of time.
Best Selling in Textbooks, Education
Save on Textbooks, Education
- $179.97Trending at $201.59
- $8.18Trending at $8.99
- $50.62Trending at $55.69
- $51.98Trending at $89.00
- $35.50Trending at $55.50
- $67.99Trending at $69.79
- $99.95Trending at $104.99