| LEADER 00000nam 2200000uu 4500 |
| 008 121015s2006||||th 000 0 eng d |
| 020 ^a013196853X |
| 099 ^aMK 14 |
| 100 1 ^aKotler, Philip |
| 245 10 ^aMarketing management /^cPhilip Kotler, Kevin Lane Keller |
| 250 ^a12th ed |
| 260 ^aUpper Saddle River, N.J. :^bPearson Prentice Hall,^cc2006 |
| 300 ^axxxix, 672, [45] p. :^bcol. ill. ;^c27 cm |
| 504 ^aIncludes bibliographical references and index |
| 505 2 ^aDefining marketing for the 21st century -- Developingmarketing strategies and plans -- Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Creating customer Value,Satisfaction, and loyalty -- Analyzing consumer markets --Analyzing business markets -- Identifying market segments and targets -- Creating brand equity -- Crafting the brandpositioning -- Dealing with competition -- Setting productstrategy -- Designing and managing services -- Developing pricing strategies and programs -- Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events, andpublic relations -- Managing personal communications: direct marketing and personal selling -- Introducing new market offerings -- Tapping into global markets -- managing a holistic marketing organization |
| 650 0 ^aMarketing^xManagement |
| 700 1 ^aKeller, Kevin Lane |
| 999 ^aกานต์พิชชา ร่วมรส |
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