TY  - BOOK
AU  - Banyard Philip
AU  - Keller Kevin Lane
TI  - Marketing Management
SN  - 131457578
PY  - 2006///
PB  - Pearson - Prentice Hall
N2  - Understanding Marketing Management, Defining Marketing for the 21st Century, Developing Marketing Strategies and Plans, Capturing Marketing Insights, Gathering Information and Scanning the Environment, Conducting Marketing Research and Forecasting Demand, Connecting with Customers, Creating Customer Value and Satisfaction and Loyalty, Analyzing Consumer Markets, Analyzing Business Markets, Identifying Market Segments and Targets, Building Strong Trends, Creating Brand Equity, Crafting the Brand Positioning, Shaping the Market Offerings, Setting Product Strategy, Delivering Value, Communicating Value, Designing and Managing Value Networks and Channels, Creating Successful Long-Term Growth, Tapping into Global Markets, Glossary, Subject Index
ER  -