Marketing management
by
 
Kotler, Philip, author.

Title
Marketing management

Author
Kotler, Philip, author.

ISBN
9781292092621

Personal Author
Kotler, Philip, author.

Edition
15, Global edition.

Physical Description
714 pages, 118 variously numbered pages : colour illustrations ; 28 cm.

General Note
Previous Global edition: ©2012.

Contents
Defining marketing for the new realities -- Developing marketing strategies and plans -- Collecting information and forecasting demand -- Conducting marketing research -- Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- Managing digital communications: online, social media, and mobile -- Managing personal communications: direct and database marketing and personal selling -- Managing a holistic marketing organization for the long run.

Subject Term
Marketing -- Management -- Textbooks.

Added Author
Keller, Kevin Lane, 1956-


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