Marketing management / Philip Kotler, Northwestern University, Kevin Lane Keller, Dartmouth College.

Format:

Book

Author/Creator:

Kotler, Philip.

Contributor:

Keller, Kevin Lane, 1956-

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Physical Description:

xxii, 692 pages, 118 variously numbered pages : color illustrations ; 29 cm

Edition:

15 [edition].

Place of Publication:

Boston : Pearson, [2016]

Contents:

Part 1. Understanding Marketing Management

1. Defining Marketing for the New Realities

2. Developing Marketing Strategies and Plans

Part 2. Capturing Marketing Insights

3. Collecting Information and Forecasting Demand

4. Conducting Marketing Research

Part 3. Connecting with Customers

5. Creating Long-term Loyalty Relationships

6. Analyzing Consumer Markets

7. Analyzing Business Markets

8. Tapping into Global Markets

Part 4. Building Strong Brands

9. Identifying Market Segments and Targets

10. Crafting the Brand Positioning

11. Creating Brand Equity

12. Meeting Competition and Driving Growth

Part 5. Shaping the Market Offerings

13. Setting Product Strategy

14. Designing and Managing Services

15. Introducing New Market Offerings

16. Developing Pricing Strategies and Programs

Part 6. Delivering Value

17. Designing and Managing Integrated Marketing Channels

18. Managing Retailing, Wholesaling, and Logistics

Part 7. Communicating Value

19. Designing and Managing Integrated Marketing Communications

20. Managing Digital Communications: Online, Social Media and Mobile Marketing

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

22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization

23. Conducting Marketing Responsibly for Long-Term Success.

Notes:

Includes bibliographical references and index.

ISBN:

9780133856460

0133856461

OCLC:

882464166