Title:
Marketing management
Author:
Kotler, Philip, author.
ISBN:
9781292092621
Personal 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:
Added Author: