Marketing Management

By:

Kotler, Philip

Contributor(s):

Keller, Kevin Lane

Material type: Text

TextPublication details: Pearson Education Ltd. 2016 Noida (U.P.)Edition: 15th edDescription: 756pISBN:

9789332557185

Subject(s):

Marketing - Management

DDC classification:

658.8 KOT

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.8 KOT (Browse shelf(Opens below))	Available		M0043154

Total holds: 0

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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

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