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Marketing Management, 15/E (Paperback)
Author(s):
Philip Kotler, Kevin Keller

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Table of Content
Overview
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


Product Details 
ISBN-13 : 978-1292092621
ISBN-10 : 1292092629
Publisher : Pearson Education
Publication Year : 2015
Edition No : 15
Paperback : 832 pages
Shipping Weight : 1.500 Kg
Dimensions: 6.2 x 0.4 x 7.1 inches
Print Origin : United States
Edition Type : International Student Edition(ISE)
Language : English