Marketing management - Kotler, Philip; Keller, Kevin Lane (Harlow: Pearson Education, 2016)
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
Various multi-media instructional aids, including a web site, are available to supplement the text
BFNPI
Includes bibliographical references and index
Keywords: Marketing -- -- Management