Kotler, Philip.
Marketing management / by Philip Kotler, Kevin Lane Keller. - 14th [ed.] - Upper Saddle River, N.J. : Prentice Hall, c2012. - xxii, 679 p. : col. ill. ; 29 cm.
Includes bibliographical references and index.
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.
0-273-75336-3 0132102927
2010046655
Marketing--School of Business and Education
HF 5415.13 / .K64 2012
658.8
Marketing management / by Philip Kotler, Kevin Lane Keller. - 14th [ed.] - Upper Saddle River, N.J. : Prentice Hall, c2012. - xxii, 679 p. : col. ill. ; 29 cm.
Includes bibliographical references and index.
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.
0-273-75336-3 0132102927
2010046655
Marketing--School of Business and Education
HF 5415.13 / .K64 2012
658.8