Marketing management /
Philip Kotler, Kevin Lane Keller.
- 15, Global edition.
- Boston : Pearson, [2016]
- 714, A14, E58, G10, I36 pages : colour illustrations ; 28 cm
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 relationshps -- 6.Analyzging business 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.Addressing competition and driving growth -- Part 5.Creating value -- 13.Setting product strategy -- 14.Designing and managing services -- 15.Introducing new market offering s-- 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 mass communications: advertising, sales promotions, events and experiences, and public relations -- 21.Managing digital communications: online, social media, and mobile -- 22.Managing persoal communicaitons: direct and database marketing and personal selling -- Part 8.Conducting marketing responsiblity for long-term success -- 23.Managing a holistic marketing organization for the long run.