Marketing management /
Philip Kotler, Kevin Lane Keller.
- 14th [ed.]
- Upper Saddle River, N.J. : Prentice Hall, c2012.
- xxii, 657, [127] p. : col. ill. ; 24 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.