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.