Marketing management /
Kotler, Philip
Marketing management / Philip Kotler, Kevin Lane Keller. - 15th global edition. - Boston, etc. : Person, c2016. - 714, 14, 58, 10, 36 p. : ill. col. ; 28 cm.
Includes bibliographical references and index.
Pt 1. Understanding Marketing Management --
Ch. 1. Defining Marketing for the New Realities --
Ch. 2. Developing Marketing Strategies and Plans --
Pt. 2. Capturing Marketing Insights --
Ch. 3. Collecting Information and Forecasting Demand --
Ch. 4. Conducting Marketing Research --
Pt. 3. Connecting with Customers --
Ch. 5. Creating Long-term Loyalty Relationships --
Ch. 6. Analyzing Consumer Markets --
Ch. 7. Analyzing Business Markets --
Ch. 8. Tapping into Global Markets --
Pt. 4. Building Strong Brands --
Ch. 9. Identifying Market Segments and Targets --
Ch. 10. Crafting the Brand Positioning --
Ch. 11. Creating Brand Equity --
Ch. 12. Meeting Competition and Driving Growth --
Pt 5. Shaping the Market Offerings --
Ch. 13. Setting Product Strategy --
Ch. 14. Designing and Managing Services --
Ch. 15. Introducing New Market Offerings --
Ch. 16. Developing Pricing Strategies and Programs --
Pt. 6. Delivering Value --
Ch. 17. Designing and Managing Integrated Marketing Channels --
Ch. 18. Managing Retailing, Wholesaling, and Logistics --
Pt. 7. Communicating Value --
Ch. 19. Designing and Managing Integrated Marketing Communications --
Ch. 20. Managing Digital Communications: Online, Social Media and Mobile Marketing --
Ch. 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations --
Ch. 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling --
Pt. 8. Managing the Marketing Organization --
Ch. 23. Conducting Marketing Responsibly for Long-Term Success.
The gold standard for today’s marketing management student.
Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.
The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.
The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.
9781292092621
Marketing--Management
658.8
Marketing management / Philip Kotler, Kevin Lane Keller. - 15th global edition. - Boston, etc. : Person, c2016. - 714, 14, 58, 10, 36 p. : ill. col. ; 28 cm.
Includes bibliographical references and index.
Pt 1. Understanding Marketing Management --
Ch. 1. Defining Marketing for the New Realities --
Ch. 2. Developing Marketing Strategies and Plans --
Pt. 2. Capturing Marketing Insights --
Ch. 3. Collecting Information and Forecasting Demand --
Ch. 4. Conducting Marketing Research --
Pt. 3. Connecting with Customers --
Ch. 5. Creating Long-term Loyalty Relationships --
Ch. 6. Analyzing Consumer Markets --
Ch. 7. Analyzing Business Markets --
Ch. 8. Tapping into Global Markets --
Pt. 4. Building Strong Brands --
Ch. 9. Identifying Market Segments and Targets --
Ch. 10. Crafting the Brand Positioning --
Ch. 11. Creating Brand Equity --
Ch. 12. Meeting Competition and Driving Growth --
Pt 5. Shaping the Market Offerings --
Ch. 13. Setting Product Strategy --
Ch. 14. Designing and Managing Services --
Ch. 15. Introducing New Market Offerings --
Ch. 16. Developing Pricing Strategies and Programs --
Pt. 6. Delivering Value --
Ch. 17. Designing and Managing Integrated Marketing Channels --
Ch. 18. Managing Retailing, Wholesaling, and Logistics --
Pt. 7. Communicating Value --
Ch. 19. Designing and Managing Integrated Marketing Communications --
Ch. 20. Managing Digital Communications: Online, Social Media and Mobile Marketing --
Ch. 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations --
Ch. 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling --
Pt. 8. Managing the Marketing Organization --
Ch. 23. Conducting Marketing Responsibly for Long-Term Success.
The gold standard for today’s marketing management student.
Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.
The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.
The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.
9781292092621
Marketing--Management
658.8