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. Philip Kotler, Northwestern University, Kevin Lane Keller, Dartmouth College. Includes Bibliographical References And Index.
Categories:
- Business & Money
- Marketing & Sales
- Marketing
- General
- Marketing
- Marketing & Sales
Publisher : Pearson
Author : Philip T. Kotler
Language : English
Edition : 15
Published :2014-12-30
Number Of Pages : 832
Binding : hardcover
ISBN-10 : 0133856461
ISBN-13 : 9780133856460
Item weight : 4.06 lb
Dimensions : 1.54 in x 8.78 in x 11.06 in
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