{"product_id":"0133856461-marketing_management15th_edition","title":"Marketing Management (15th Edition)","description":"\n\u003cp\u003ePart 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.\u003c\/p\u003e\u003cbr\u003e\u003cp\u003eCategories:\u003c\/p\u003e\u003cul class=\"category-tree\"\u003e\n\u003cli\u003eBusiness \u0026amp; Money\u003cul class=\"category-tree\"\u003e\n\u003cli\u003eMarketing \u0026amp; Sales\u003cul class=\"category-tree\"\u003e\n\u003cli\u003eMarketing\u003cul class=\"category-tree\"\u003e\u003cli class=\"category-tree\"\u003eGeneral\u003c\/li\u003e\u003c\/ul\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\n","brand":"Pearson","offers":[{"title":"Used - Good","offer_id":49078989422782,"sku":"0133856461-4","price":39.97,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0640\/9689\/5166\/files\/814HeFQS9qS.jpg?v=1789760946","url":"https:\/\/shop.sustainablebooks.com\/products\/0133856461-marketing_management15th_edition","provider":"Sustainable Books","version":"1.0","type":"link"}