Kotler, Philip. creator Keller, Kevin Lane. text xxu Boston Pearson 2016 15th ed. monographic eng

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4, 136p. : ill. ; 28 cm. Contents: 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. Addressing competition and driving growth -- Part 5: Creating value: 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 mass communications: advertising, sales promotions, events and experiences, and public relations -- 21. Managing digital communications: online, social media, and mobile -- 22. Managing personal communications: direct and database marketing and personal selling -- Part 8: Conductig marketing responsibly for long-term success: 23. Managing a holistic marketing organization for the long term. Philip Kotler and Kevin Lane Keller. Includes appendix and index. Marketing HF5415.13.K64 9781292092621 9780133856460 (hbk) 180801 20230328161539.0