A framework for marketing management /Philip Kotler, Kevin Lane Keller.
- sixth edition.
- Tamil Nadu, India Pearson (c)2016..
- 344 pages : illustrations, diagrams, charts and tables ; 23 cm
Understanding Marketing Management -- Defining Marketing for the New Realities -- Developing and Implementing Marketing Strategies and Plans -- Capturing Marketing Insights and Forecasting Demand -- Connecting with Customers -- Creating Long-term Loyalty Relationships -- Analyzing Consumer and Business Markets -- Building Strong Brands -- Identifying Market Segments and Targets -- Crafting the Brand Positioning and Competing Effectively -- Creating Brand Equity and Driving Growth -- Creating Value -- Setting Product Strategy and Introducing New Offerings -- Designing and Managing Services -- Developing Pricing Strategies and Programs -- Delivering Value -- Designing and Managing Integrated Marketing Channels -- Managing Retailing, Wholesaling, and Logistics -- Communicating Value -- 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 the Marketing Organization for Long-Term Success -- Managing Marketing Responsibly in the Global Economy.