Marketing Management, Fourteenth Canadian Edition

Hardcover | January 24, 2012

byPhilip T. Kotler, Kevin Lane Keller, Subramanian Sivaramakrishnan

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Marketing Management 14e  is the #1 selling marketing management textbook worldwide and it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.

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Marketing Management 14e  is the #1 selling marketing management textbook worldwide and it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.

Format:HardcoverDimensions:816 pages, 11.15 × 8.5 × 1.25 inPublished:January 24, 2012Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0132161079

ISBN - 13:9780132161077

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Table of Contents

Part 1: Understanding Marketing Management

Chapter 1. Defining Marketing for the 21st Century

Chapter 2. Developing Marketing Strategies and Plans

Part 2: Capturing Marketing Insights

Chapter 3. Collecting Information and Forecasting Demand

Chapter 4. Conducting Marketing Research

Part 3: Connecting with Customers

Chapter 5. Creating Long-term Loyalty Relationships

Chapter 6. Analyzing Consumer Markets

Chapter 7. Analyzing Business Markets

Chapter 8. Identifying Market Segments and Targets

Part 4: Building Strong Brands

Chapter 9. Creating Brand Equity

Chapter 10. Crafting the Brand Position

Chapter 11. Competitive Dynamics

Part 5: Shaping the Market Offerings

Chapter 12. Setting Product Strategy

Chapter 13. Designing and Managing Services

Chapter 14. Developing Pricing Strategies and Programs

Part 6: Delivering Value

Chapter 15. Designing and Managing Integrated Marketing Channels

Chapter 16. Managing Retailing, Wholesaling, and Logistics

Part 7: Communicating Value

Chapter 17. Designing and Managing Integrated Marketing Communications

Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Part 8: Creating Successful Long-Term Growth

Chapter 20. Introducing New Marketing Offerings

Chapter 21. Tapping into Global Markets

Chapter 22. Managing a Holistic Marketing Organization