Marketing management /
Philip Kotler, Kevin Lane Keller.
- 14th edition.
- xxii, 657, 127. pages : color illustrations ; 29 cm
Includes bibliographies and index.
Part 1: Understanding marketing management. Defining marketing for the 21st century -- Developing marketing strategies and plans -- PART 2: Capturing marketing insights. Collecting information and forecasting demand -- Conducting marketing research -- PART 3: Connecting with customers. Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- PART 4: Building strong brands. Creating brand equity -- Crafting the brand position -- Competitive dynamics -- PART 5: Shaping the market offerings. Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- PART 6: Delivering value. Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- PART 7: Communicating value. Designing and managing integrated marketing communications -- Managing mass communications : advertising, sales Promotions, events and experiences, and public relations -- Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- PART 8: Creating successful long-term growth. Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary.
Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab-Pearson's online tutorial and assessment platform.