Kotler, Philip
Marketing management / Philip Kotler, Kevin Lane Keller - 15th ed. - New Delhi : Pearson, 2021. - xxvi, 759 pages : . col. ill. ; 29 cm.
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.
9789332557185
Marketing--Management.--Europe
Marketing--Management.
658.8 / KOT
Marketing management / Philip Kotler, Kevin Lane Keller - 15th ed. - New Delhi : Pearson, 2021. - xxvi, 759 pages : . col. ill. ; 29 cm.
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.
9789332557185
Marketing--Management.--Europe
Marketing--Management.
658.8 / KOT