عنوان

Marketing management

1292092629

9781292092621

b391690

Marketing management

[Book]

Philip Kotler, Kevin Lane Keller.

15, Global edition

Boston

Pearson,

[2016] ©2016

714, A14, E58, G10, I36 pages : colour illustrations ; 28 cm

Publication date from publisher's website.; Previous Global edition: ©2012.

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.

Textbooks

Philip Kotler

Kevin Lane Keller

[Book]

Y