Normal view MARC view ISBD view

Kotler, Philip

Marketing Management - 15th ed - Noida (U.P.) Pearson Education Ltd. 2016 - 756p

Part I: Understanding Marketing Management
1. Defining Marketing for the New Realities
2. Developing Marketing Strategies and Plans
3. Creating Long-Term Loyalty Relationships

Part II: Capturing Marketing Insights
4. Collecting Information and Forecasting Demand
5. Conducting Marketing Research

Part III: Connecting with Customers
6. Analyzing Consumer Markets
7. Analyzing Business Markets
8. Tapping into Global Markets

Part IV: 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 V: Creating Value
13. Setting Product Strategy
14. Designing and Managing Services
15. Introducing New Market Offerings
16. Developing Pricing Strategies and Programs

Part VI: Communicating Value
17. Designing and Managing Integrated Marketing Communications
18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
19. Managing Digital Communications: Online, Social Media, and Mobile
20. Managing Personal Communications: Direct and Database Marketing
and Personal Selling

Part VII: Delivering Value
21. Designing and Managing Integrated Marketing Channels
22. Managing Retailing, Wholesaling, and Logistics

Part VIII: Conducting Marketing Responsibly for Long-Term Success
23. Managing a Holistic Marketing Organization for the Long Run

ISBN: 9789332557185

Subjects--Personal Names:
Marketing - Management

Dewey Class. No.: 658.8 / KOT