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

print

136p. : ill. ; 28 cm. Contents: 1. Understanding marketing management: Defining marketing for the new realities -- Developing marketing strategies and plans -- 2: Capturing marketing insights: Collecting information and forecasting demand -- Conducting marketing research -- 3: Connecting with customers: Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- 4. Building strong brands: Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- 5. Creating value: Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Delivering value: Designing and managing integrated marketing channels -- Managing, retailing, wholesaling, and logistics -- 7. Communicating value: 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 -- 8. Conducting marketing responsibly for long-term success: Managing a holistic marketing organization for the long run -- Philip Kotler and Kevin Lane Keller. Includes appendix and index. HF5415.13.K64(15e) 9781292092621 1292092629 180801 20211122151705.0