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Online Public Access Catalogue

Marketing management / Philip Kotler, Kevin Lane Keller

By: Kotler, PhilipContributor(s): Keller, Kevin LaneMaterial type: TextTextLanguage: English Publisher: New Delhi : Pearson, 2021. Edition: 15th edDescription: xxvi, 759 pages : . col. ill. ; 29 cmISBN: 9789332557185Subject(s): Marketing -- Europe -- Management | Marketing -- ManagementDDC classification: 658.8
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.
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Item type Current location Call number Status Date due Barcode
Books Institute of Public Enterprise, Library
S Campus 		658.8 KOT (Browse shelf) 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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