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" Marketing management "
Philip Kotler, Kevin Lane Keller.
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BL
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| Record Number
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562498
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| Doc. No
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b391690
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| Main Entry
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Philip Kotler
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| Title & Author
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Marketing management\ Philip Kotler, Kevin Lane Keller.
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| Edition Statement
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15, Global edition
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| Publication Statement
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Boston : Pearson,, [2016] ©2016
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| Page. NO
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714, A14, E58, G10, I36 pages : colour illustrations ; 28 cm
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| ISBN
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1292092629
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: 9781292092621
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| Notes
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Publication date from publisher's website.; Previous Global edition: ©2012.
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| Contents
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Defining marketing for the new realities -- Developing marketing strategies and plans -- Collecting information and forecasting demand -- Conducting marketing research -- Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- Managing digital communications: online, social media, and mobile -- Managing personal communications: direct and database marketing and personal selling -- Managing a holistic marketing organization for the long run.
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Textbooks
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| Added Entry
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Kevin Lane Keller
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