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Marketing management

Author: Philip Kotler; Kevin Lane Keller
Publisher: Boston : Pearson, [2016]
Edition/Format:   Print book : English : 15 [edition]View all editions and formats
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Document Type: Book
All Authors / Contributors: Philip Kotler; Kevin Lane Keller
ISBN: 9780133856460 0133856461
OCLC Number: 882464166
Description: xxii, 692 pages,118 variously numbered pages : color illustrations ; 29 cm.
Contents: Part 1. Understanding Marketing Management --
1. Defining Marketing for the New Realities --
2. Developing Marketing Strategies and Plans --
Part 2. Capturing Marketing Insights --
3. Collecting Information and Forecasting Demand --
4. Conducting Marketing Research --
Part 3. Connecting with Customers --
5. Creating Long-term Loyalty Relationships --
6. Analyzing Consumer Markets --
7. Analyzing Business Markets --
8. Tapping into Global Markets --
Part 4. Building Strong Brands --
9. Identifying Market Segments and Targets --
10. Crafting the Brand Positioning --
11. Creating Brand Equity --
12. Meeting Competition and Driving Growth --
Part 5. Shaping the Market Offerings --
13. Setting Product Strategy --
14. Designing and Managing Services --
15. Introducing New Market Offerings --
16. Developing Pricing Strategies and Programs --
Part 6. Delivering Value --
17. Designing and Managing Integrated Marketing Channels --
18. Managing Retailing, Wholesaling, and Logistics --
Part 7. Communicating Value --
19. Designing and Managing Integrated Marketing Communications --
20. Managing Digital Communications: Online, Social Media and Mobile Marketing --
21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations --
22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization --
23. Conducting Marketing Responsibly for Long-Term Success.
Responsibility: Philip Kotler, Northwestern University, Kevin Lane Keller, Dartmouth College.
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