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Marketing management

By: Kotler, Philip.
Contributor(s): Keller, Kevin Lane.
Material type: TextTextPublisher: Noida: Pearson Education; 2016Edition: 15th ed.Description: 756p.ISBN: 9789332557185.Subject(s): Marketing management | Marketing strategyUDC classification: 658.8 KOT/M.15
Contents:
Part 1 Understanding Marketing Management Chapter 1 Defining Marketing for the New Realities Chapter 2 Developing Marketing Strategies and Plans Chapter 3 Creating Long-Term Loyalty Relationships Part 2 Capturing Marketing Insights Chapter 4 Collecting Information and Forecasting Demand Chapter 5 Conducting Marketing Research Part 3 Connecting with Customers Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Tapping into Global Markets Part 4 Building Strong Brands Chapter 9 Identifying Market Segments and Targets Chapter 10 Crafting the Brand Positioning Chapter 11 Creating Brand Equity Chapter 12 Addressing Competition and Driving Growth Part 5 Creating Value Chapter 13 Setting Product Strategy Chapter 14 Designing and Managing Services Chapter 15 Introducing New Market Offerings Chapter 16 Developing Pricing Strategies and Programs Part 6 Communicating Value Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling Part 7 Delivering Value Chapter 21 Designing and Managing Integrated Marketing Channels Chapter 22 Managing Retailing, Wholesaling, and Logistics Part 8 Conducting Marketing Responsibly for Long-Term Success Chapter 23 Managing a Holistic Marketing Organization for the Long Run Appendix: Sonic Marketing Plan and Exercises Endnotes Glossary
Summary: The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management, 15/e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in todays marketing theory and practice. The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.
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Part 1 Understanding Marketing Management

Chapter 1 Defining Marketing for the New Realities

Chapter 2 Developing Marketing Strategies and Plans

Chapter 3 Creating Long-Term Loyalty Relationships

Part 2 Capturing Marketing Insights

Chapter 4 Collecting Information and Forecasting Demand

Chapter 5 Conducting Marketing Research

Part 3 Connecting with Customers

Chapter 6 Analyzing Consumer Markets

Chapter 7 Analyzing Business Markets

Chapter 8 Tapping into Global Markets

Part 4 Building Strong Brands

Chapter 9 Identifying Market Segments and Targets

Chapter 10 Crafting the Brand Positioning

Chapter 11 Creating Brand Equity

Chapter 12 Addressing Competition and Driving Growth

Part 5 Creating Value

Chapter 13 Setting Product Strategy

Chapter 14 Designing and Managing Services

Chapter 15 Introducing New Market Offerings

Chapter 16 Developing Pricing Strategies and Programs

Part 6 Communicating Value

Chapter 17 Designing and Managing Integrated Marketing Communications

Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile

Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling

Part 7 Delivering Value

Chapter 21 Designing and Managing Integrated Marketing Channels

Chapter 22 Managing Retailing, Wholesaling, and Logistics

Part 8 Conducting Marketing Responsibly for Long-Term Success

Chapter 23 Managing a Holistic Marketing Organization for the Long Run

Appendix: Sonic Marketing Plan and Exercises

Endnotes

Glossary

The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management, 15/e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in todays marketing theory and practice.

The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.

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