Marketing management / Philip Kotler, Kevin Lane Keller

By:

Kotler, Philip

Contributor(s):

Keller, Kevin Lane

Material type:

TextLanguage: English Publication details: New Delhi : Pearson, 2021.Edition: 15th edDescription: xxvi, 759 pages : . col. ill. ; 29 cmISBN:

9789332557185

Subject(s):

DDC classification:

658.8 KOT

Contents:

Defining marketing for the new realities -- Developing marketing strategies and plans -- Collecting information and forecasting demand -- Conducting marketing research -- Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- 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 -- Managing a holistic marketing organization for the long run.

List(s) this item appears in: New Arrivals - February 1st to 28th 2026

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	Institute of Public Enterprise, Library S Campus				658.8 KOT (Browse shelf(Opens below))					Available			50957
	Books	Institute of Public Enterprise, Library S Campus				658.8 KOT (Browse shelf(Opens below))					Available			46142

Includes bibliographical references and index.

Defining marketing for the new realities --
Developing marketing strategies and plans --
Collecting information and forecasting demand --
Conducting marketing research --
Creating long-term loyalty relationships --
Analyzing consumer markets --
Analyzing business markets --
Tapping into global markets --
Identifying market segments and targets --
Crafting the brand positioning --
Creating brand equity --
Addressing competition and driving growth --
Setting product strategy --
Designing and managing services --
Introducing new market offerings --
Developing pricing strategies and programs --
Designing and managing integrated marketing channels --
Managing retailing, wholesaling, and logistics --
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 --
Managing a holistic marketing organization for the long run.

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Marketing management / Philip Kotler, Kevin Lane Keller

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