Marketing management

By:

Kotler, Philip,; Keller, Kevin Lane

Material type: Text

TextPublication details: New Delhi Pearson 2016Edition: 15 th EdDescription: xxvi, 870 p. 26 cm ; PbkISBN:

9789332557185

Subject(s):

Marketing

DDC classification:

658.8 KOT

Online resources:

Click here to access online

Contents:

Part 1 Understanding Marketing Management Chapter 1 Defining Marketing for the New Realities Chapter 2 Developing Marketing Strategies and Plans Chapter 3 Creating Long-Term Loyalty Relationships Part 2 Capturing Marketing Insights Chapter 4 Collecting Information and Forecasting Demand Chapter 5 Conducting Marketing Research Part 3 Connecting with Customers Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Tapping into Global Markets Part 4 Building Strong Brands Chapter 9 Identifying Market Segments and Targets Chapter 10 Crafting the Brand Positioning Chapter 11 Creating Brand Equity Chapter 12 Addressing Competition and Driving Growth Part 5 Creating Value Chapter 13 Setting Product Strategy Chapter 14 Designing and Managing Services Chapter 15 Introducing New Market Offerings Chapter 16 Developing Pricing Strategies and Programs Part 6 Communicating Value Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling Part 7 Delivering Value Chapter 21 Designing and Managing Integrated Marketing Channels Chapter 22 Managing Retailing, Wholesaling, and Logistics Part 8 Conducting Marketing Responsibly for Long-Term Success Chapter 23 Managing a Holistic Marketing Organization for the Long Run Appendix: Sonic Marketing Plan and Exercises Endnotes Glossary

Summary: The world of marketing is changing everyday - and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management, 15 / e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.8 KOT (Browse shelf(Opens below))	Checked out to Sathya Saminadan (F042)	02/05/2018	38110

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Part 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the New Realities
Chapter 2 Developing Marketing Strategies and Plans
Chapter 3 Creating Long-Term Loyalty Relationships
Part 2 Capturing Marketing Insights
Chapter 4 Collecting Information and Forecasting Demand
Chapter 5 Conducting Marketing Research
Part 3 Connecting with Customers
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Tapping into Global Markets
Part 4 Building Strong Brands
Chapter 9 Identifying Market Segments and Targets
Chapter 10 Crafting the Brand Positioning
Chapter 11 Creating Brand Equity
Chapter 12 Addressing Competition and Driving Growth
Part 5 Creating Value
Chapter 13 Setting Product Strategy
Chapter 14 Designing and Managing Services
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing Pricing Strategies and Programs
Part 6 Communicating Value
Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile
Chapter 20 Managing Personal Communications: Direct and Database Marketing
and Personal Selling
Part 7 Delivering Value
Chapter 21 Designing and Managing Integrated Marketing Channels
Chapter 22 Managing Retailing, Wholesaling, and Logistics
Part 8 Conducting Marketing Responsibly for Long-Term Success
Chapter 23 Managing a Holistic Marketing Organization for the Long Run
Appendix: Sonic Marketing Plan and Exercises
Endnotes
Glossary

The world of marketing is changing everyday - and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management, 15 / e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.

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