Marketing management /
Kotler, Philip.
Marketing management / Philip Kotler, Northwestern University, Kevin Lane Keller, Dartmouth College. - 15 [edition]. - New York Pearson, Education, Inc 2016 - xxii, 692 pages,118 variously numbered pages : color illustrations ; 29 cm.
PART 1: Understanding Marketing Management.-- Chapter 1: Defining Marketing of the New Realities.-- Chapter 2: Developing Marketing Strategies and Plans.-- PART 2: Capturing Marketing Insights.-- Chapter 3: Collecting Information and Forecasting Demand.-- Chapter 4: Conducting Marketing Research .-- PART 3: Connecting with Customers.-- Chapter 5: Creating Long-Term Loyalty Relationships.-- 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 .-- 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: Delivering Value.-- Chapter 17: Designing and Managing Integrated Marketing Channels.-- Chapter 18: Managing Retailing, Wholesaling, and Logistics.-- PART 7: Communicating Value.-- Chapter 19: Designing and Managing Integrated Marketing Communications.-- Chapter 20: Managing Mass Communications: Advertising, Sales, Promotions, Events and Experiences, and Public Relations.-- Chapter 21: Managing Digital Communications: Direct and Database Marketing and Personal Selling.-- PART 8: Conducting Marketing Responsibly for Long-Term Success.-- Chapter 23: Managing a Holistic Marketing Organization for the Long Run.
9780133856460 (student edition)
2014023870
Marketing--Management.
HF5415.13 / .K64 2016
658.8
Marketing management / Philip Kotler, Northwestern University, Kevin Lane Keller, Dartmouth College. - 15 [edition]. - New York Pearson, Education, Inc 2016 - xxii, 692 pages,118 variously numbered pages : color illustrations ; 29 cm.
PART 1: Understanding Marketing Management.-- Chapter 1: Defining Marketing of the New Realities.-- Chapter 2: Developing Marketing Strategies and Plans.-- PART 2: Capturing Marketing Insights.-- Chapter 3: Collecting Information and Forecasting Demand.-- Chapter 4: Conducting Marketing Research .-- PART 3: Connecting with Customers.-- Chapter 5: Creating Long-Term Loyalty Relationships.-- 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 .-- 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: Delivering Value.-- Chapter 17: Designing and Managing Integrated Marketing Channels.-- Chapter 18: Managing Retailing, Wholesaling, and Logistics.-- PART 7: Communicating Value.-- Chapter 19: Designing and Managing Integrated Marketing Communications.-- Chapter 20: Managing Mass Communications: Advertising, Sales, Promotions, Events and Experiences, and Public Relations.-- Chapter 21: Managing Digital Communications: Direct and Database Marketing and Personal Selling.-- PART 8: Conducting Marketing Responsibly for Long-Term Success.-- Chapter 23: Managing a Holistic Marketing Organization for the Long Run.
9780133856460 (student edition)
2014023870
Marketing--Management.
HF5415.13 / .K64 2016
658.8