Marketing management /
Kotler, Philip.
Marketing management / Philip Kotler, Kevin Lane Keller. - 15th [ed.] - Upper Saddle River, N.J. : Prentice Hall, ℗♭2016. - 714, [136] pages : color illustrations ; 29 cm.
economic&political bookfair2016
Includes bibliographical references and index.
Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary.
9781292092621 9780132102926 0132102927
2010046655
Marketing--Management.
HF5415.13 / .K64 2012
658.8 / K.P.M
Marketing management / Philip Kotler, Kevin Lane Keller. - 15th [ed.] - Upper Saddle River, N.J. : Prentice Hall, ℗♭2016. - 714, [136] pages : color illustrations ; 29 cm.
economic&political bookfair2016
Includes bibliographical references and index.
Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary.
9781292092621 9780132102926 0132102927
2010046655
Marketing--Management.
HF5415.13 / .K64 2012
658.8 / K.P.M