Franklin

Marketing management / Philip Kotler, Kevin Lane Keller.

Author/Creator:
Kotler, Philip.
Edition:
14th [ed.]
Publication:
Upper Saddle River, N.J. : Prentice Hall, c2012.
Format/Description:
Book
xxii, 657, [127] p. : col. ill. ; 29 cm.
Subjects:
Marketing -- Management.
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.
Notes:
Includes bibliographical references and index.
Local notes:
Acquired for the Penn Libraries with assistance from the Alumni and Friends Memorial Book Fund.
Acquired for the Penn Libraries with assistance from the Louis A. Duhring Fund.
Contributor:
Keller, Kevin Lane, 1956-
Louis A. Duhring Fund.
Alumni and Friends Memorial Book Fund.
ISBN:
9780132102926
0132102927
OCLC:
678924608
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