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" A framework for marketing management / "
Philip Kotler, Northwestern University ; Kevin Lane Keller, Dartmouth College.
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BL
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| Record Number
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872730
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| Main Entry
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Kotler, Philip.
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| Title & Author
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A framework for marketing management /\ Philip Kotler, Northwestern University ; Kevin Lane Keller, Dartmouth College.
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| Edition Statement
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Sixth edition.
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| Publication Statement
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Boston :: Pearson,, [2016]
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| Page. NO
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xxi, 320 pages ;; 23 cm
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| ISBN
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0133871312
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: 9780133871319
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| Notes
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Includes indexes.
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| Contents
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Pt. I: Understanding Marketing Management -- 1. Defining Marketing for the New Realities -- 2. Developing and Implementing Marketing Strategies and Plans -- 3. Capturing Marketing Insights and Forecasting Demand -- -- Pt. II: Connecting with Customers -- 4.Creating Long-term Loyalty Relationships -- 5. Analyzing Consumer and Business Markets -- -- Pt. III: Building Strong Brands -- 6. Identifying Market Segments and Targets -- 7. Crafting the Brand Positioning and Competing Effectively -- 8.Creating Brand Equity and Driving Growth -- -- Pt. IV: Creating Value -- 9. Setting Product Strategy and Introducing New Offerings -- 10. Designing and Managing Services -- 11. Developing Pricing Strategies and Programs -- -- Pt. V: Delivering Value -- 12. Designing and Managing Integrated Marketing Channels -- 13. Managing Retailing, Wholesaling, and Logistics -- -- Pt. VI: Communicating Value -- 14. Designing and Managing Integrated Marketing Communications -- 15. Managing Mass Communications: advertising, Sales Promotions, Events and Experiences, and Public Relations -- 16. Managing Digital Communications: Online, Social Media, and Mobile -- 17. Managing Personal Communications: Direct and Database Marketing and Personal Selling -- -- Pt. VII: Managing the Marketing Organization for Long-Term Success -- 18. Managing Marketing Responsibly in the Global Economy
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| Abstract
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Resource added for the Marketing program 101043, Digital Marketing 311045, and Design and Graphic Technology program 101117.{u200B}
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| Subject
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Marketing-- Management.
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Marketing-- Management.
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Marketing.
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Marketingmanagement.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.13.K636 2016
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| Added Entry
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Keller, Kevin Lane,1956-
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